UK/USA. L’Oréal Travel Retail Americas and EMEAI have joined forces with Tripadvisor and Dufry to launch a disruptive online+offline (O+O) engagement model, ‘Beauty to Go’. The wide-ranging media and data partnership targets UK and US travellers during the recovery period from the COVID-related sector crisis.
Each visitor browsing on Tripadvisor to prepare an upcoming trip is targeted by media ads which promote L’Oréal brands in duty free by redirecting them to an exclusive Beauty to Go landing page. Visitors can then access a selection of L’Oréal Travel Retail best-sellers and the Reserve & Collect option on Dufry’s site, or buy at the airport.
The French beauty products powerhouse said that at a time when O+O traffic generation has become a “must-have for a strong and sustainable bounce back”, it is paving the way with strong and long-term partnerships designed to reattract travellers to the travel retail beauty channel.
Beauty to Go highlights L’Oréal Travel Retail’s ambition to “disrupt the existing models and accelerate its online and offline engagement roadmap”, the group said.
L’Oréal Travel Retail EMEAI Managing Director Gianguido Bianco said: “This partnership is a true game-changer for L’Oréal Travel Retail EMEAI, as we are delivering a never seen before O+O activation, powered by a thorough data-driven approach.
“We are delighted to collaborate with both Tripadvisor and Dufry to support the traffic recovery in a key region like the UK and to boost the engagement of UK travellers with duty free perfumes & cosmetics.
“While we keep bringing beauty for all travellers via our unique brand portfolio, we are now stepping up the game in terms of tailored and connected experiences for our customers, leveraging all beauty engagement touchpoints.”
TripAdvisor Director of Media, Destinations, Hotels and Growth Justin Reid commented: “We’re excited to launch this partnership and look forward to seeing the response from our global audience of highly engaged travel shoppers, who are eager to return to international travel.
“This is the very best type of campaign; one that brings genuine value to both our advertising partner and to Tripadvisor customers. The partnership is not only innovative in its execution, but will also help create meaningful connections between L’Oréal and Tripadvisor customers, who are actively booking their summer travel.”
“We are proud to contribute to this new initiative which fits very well in our online strategy of engaging with travellers from the moment they plan a trip to when they get back home” – Dufry Group Chief Digital Officer Javier Gonzalez
L’Oréal Travel Retail Americas Managing Director Júlia Sève commented: “We are excited about this breakthrough partnership which gives us a unique opportunity to conquer American travellers.”
Sève said the collaboration leverages the “unique reach and audience of Tripadvisor as #1 travel destination platform in the US”. It also builds awareness of the travel retail channel and online Reserve & Collect service and engages users with specific tailored L’Oréal product offers, she added.
Dufry Group Chief Digital Officer Javier Gonzalez said: “We are proud to contribute to this new initiative which fits very well in our online strategy of engaging with travellers from the moment they plan a trip to when they get back home.
“Through this collaboration with L’Oréal, Tripadvisor and our Reserve & Collect platform we can offer travellers an easy-to-use access to their preferred beauty selection.”
