KBL: Nothing has really changed. In fact it’s the first time we conducted a survey and it confirmed our intuition – we are a traffic driver. And, if we were to look at our performance in volume, we would definitely be owning the Top 3 podium in skincare and make-up for a while.
And everything has changed at the same time, because of the way the brand has elevated its retail expression in our distribution – with a new, sophisticated look and an attractive offer. This is combined with blockbuster launches such as serums or color riche intense volume matte lipsticks.
And given the context of inflation nowadays, we fully play our role by offering accessible luxury and beauty at its best to all travelling passengers.
PM: Looking at the financial results shared by L’Oréal Groupe, it seems that luxury brands have surpassed mass market brands in the group’s revenues, indicating that more and more consumers are onboarding the luxury universe. And Travel Retail is mostly built on luxury brands. What is L’Oréal Paris’s value proposition to consumers and retailers that would recruit new consumers to the brand whilst also creating incremental value to the channel?
KBL: So, on the one hand there is inflation, higher travelling costs and loss of buying power. On the other hand there is revenge travel, the need for reconnection and a desire to indulge that has indeed changed the way passengers shop – they are more willing to find products with the best value for money.
Going back to the survey we commissioned, 13% of travellers answered that their entrance to Duty Free shops was actually motivated by the presence of L’Oréal Paris. And this same survey showed that the brand had the number 1 position. But that is not all because, once passengers had entered because of the brand, more than 2/3 of them also purchased other beauty brands as well L’Oréal Paris. So, not only has L’Oréal Paris clearly driven footfall, the brand is also driving incremental business. It clearly demonstrates that the brand is complementary to the luxury brands on offer and helping the whole industry grow.