L’Oréal Travel Retail has opened a 60sq m L’Oréal Paris store at the refurbished King Power Rangnam downtown duty free complex in Bangkok.

L’Oréal described the space as “a new illustration of excellence, innovation, accessibility and make-up addiction”

The space targets Chinese middle-class travellers through a premium shopping experience and consumer-centric retail.

A L’Oréal Paris make-up section is located at the store entrance and offers a wide range of shades and products, including the Color Riche lipstick.

The strategically placed make-up stand aims to draw customers in with its use of colour

The store also offers the brand’s best-selling anti-ageing and moisturising franchises such as Revitalift and Men Expert, the number one men’s grooming brand in China.

L’Oréal Paris is the number one skincare brand in China

Opened originally in 2006, King Power’s biggest downtown store has undergone a transformation into a shopping, leisure and entertainment destination. The complex covers 22,000sq m and there are over 40 new brands across the categories. The company’s investment in the store was around THB2.5 billion (US$74 million).