L’Oréal Travel Retail and Dubai Duty Free celebrate impact of digital campaigns

UAE. L’Oréal Travel Retail and Dubai Duty Free have welcomed the success of major digital campaigns which targeted Chinese travellers in 2019, and have promised to step them up in 2020.

The companies said they have been building a strong digital partnership over recent years, building that collaboration into a series of “innovative pioneering projects” in 2019.

Leading influencer Kit featured in the L’Oréal Travel Retail and Dubai Duty Free digital campaigns

A Lancôme digital media project this summer featured two successful 360° campaigns targeting Chinese passengers.

L’Oréal said the promotions were a “great opportunity to better understand the key success factors for Chinese travellers”. They incorporated display banners, KOL activation and the use of online travel agencies to create impactful experiences for Chinese travellers flying through or to and from Dubai.

The first campaign highlighted Lancôme Génifique on two leading online travel agencies in China and featured multiple touchpoints including SMS, banners and coupon page for Chinese travellers who booked to go to Dubai on those platforms.

Chinese passengers were also targeted on various websites and apps while they were in China and also during their trip.

According to L’Oréal, the campaign met with great success, generating 14 million views.

The second campaign was launched during Golden Week, in October, to support the new Lancôme Advanced Génifique. Centred on the ‘perfect travelling companion’, it offered a long-term approach in China and featured leading influencer Kit in a Dubai Duty Free store. Its aim was to invite Chinese travellers to discover and experiment when flying through DXB (Dubai International Airport).

Lancôme Advanced Génifique featured in the second major digital campaign in October

“This campaign, which met great success, is a testament to the strong partnership between L’Oréal Travel Retail and Dubai Duty Free, working together to create unique experiences for travellers,” L’Oréal said.

Dubai Duty Free Senior Vice President Purchasing Saba Tahir said: “Dubai Duty Free has partnered with L’Oréal Travel Retail on innovative campaigns this year to drive more passengers to our stores and we are very happy with the results.

“Our first-ever campaign with a Chinese KOL during Golden Week was very successful and we saw the impact first-hand of an innovative experience, creating excitement for the Chinese consumers even before they travel to Dubai, and of course an increase in sales.”

Tahir said Dubai Duty Free looked forward to strengthening its partnership with L’Oréal Travel Retail and continuing to create innovative campaigns for travellers next year.

“These first promising results and the associated learnings allow both L’Oréal Travel Retail and Dubai Duty Free to keep on building a strong long-term partnership,” L’Oréal added.

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