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L’Oréal pre-launches YSL MYSLF fragrance into Americas travel retail

By Trbusiness Editor | Tuesday, 21 November 2023 13:28

The new MYSLF scent is being showcased in over 135 animation spaces.

L’Oréal Travel Retail has pre-launched MYSLF, the new refillable men’s fragrance from YSL, into Americas travel retail.  

The channel roll-out incorporates extensive online and offline activities, in a selection of key locations in the US and Brazil. In Latin America, the domestic market introduction is slated for Q1 2024.

MYSLF is being showcased in over 135 animation spaces, which feature mirrored bars, photobooths, exclusive GWP pouches, and eye-catching visuals of the fragrance face, actor Austin Butler.

At JFK Terminal 4, the fragrance is being promoted via a pop-up installation, in partnership with DFS Group, which is running from October to December.

Travellers heading to the airport via Uber are being ‘pre-targeted’ with premium adds in the Uber app. They can also download a coupon to redeem an exclusive 10ml MYSLF fragrance sample at the pop-up’s vending machine-style tester.

In addition, in the US, L’Oréal has partnered with TripAdvisor, to allow travellers to explore the new fragrance pre-trip through an online brand experience and competition to win a trip to Paris.

L’Oréal Travel Retail has partnered with Uber and TripAdvisor to support the Americas travel retail roll-out of YSL MYSLF.

In Brazil, YSL has joined forces with Amadeus Travel and Avolta (formerly Dufry), to offer discovery, reserve and collect options. And in another first, the brand showcased a 3D OOH video and created the first in-lounge activation, in partnership with LATAM in Sao Paulo.

Travellers were treated to a product discovery experience and fun photobooth activity. The MYSLF video was also shown onboard selected LATAM flights.

“We are extremely proud of the success and momentum behind YSL,” commented YSL Beaute Travel Retail Americas Vice President/General Manager Marina Torres.

In JFK T4, Uber passengers can download a coupon to redeem a MYSLF fragrance sample from the pop-up’s vending machine-style sampler.

“We see MYSLF as the next chapter for our acceleration and we strongly believe that it will follow the impressive results of Libre and Y.

“With such an incredible marketing mix, our vision was to take over the Americas and make this one of the most successful fragrance launches of our industry; taking full advantage of the travel retail exclusivity in Latin America to add value to our channel, given that local markets won’t launch until 2024.”

She added: “This helps elevate the reason to shop at duty free stores. It gives the Beauty Advisors a great story to tell consumers, and it also helps build awareness ahead of the local market launch.”

READ MORE: Unifree & Gebr. Heinemann launch MYSLF pop-up at Istanbul Airport

READ MORE: DFA brings Clarins, Rabanne and YSL to life in airport beauty activations

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L’Oréal TRA delivers a strong O+O campaign for its Kiehl’s Loves travel-centric concept 

This summer Kiehl’s Travel Retail Americas launched a truly effective O+O campaign focused on its Kiehl’s Loves branded concept, proving its relevancy in the Travel Retail competitive landscape.

During this activation, Kiehl’s Travel Retail Americas was able to cultivate a sense of place in U.S. airports creating a connection with American passengers with a campaign that celebrates the cities served by Kiehl’s in Travel Retail.

Every year Kiehl’s Loves is created in a collaboration with a different artist, and features a unique graphic expression, limited edition packaging for pillar products and campaign branded gifts with purchase. This year, the campaign was designed by Neasden Control Center whose sketch-like imagery and vibrant color palette brought a fresh and edgy dynamic to Kiehl’s Loves 2023 edition .  

 The animation was rolled out at 31 POS in all major U.S. airports (NYC, Atlanta, Los Angeles, Miami, Dallas, San Francisco, etc) with 13 local interactions of the concept ( Kiehl’s Loves New York, Kiehl’s Loves Los Angeles, Kiehl’s Loves Texas , to name a few).

The campaign was further amplified in three strategic POS for a big off-counter animation in DFS stores in JFK , LAX and SFO .  

 Kiehl’s has partnered with Trip-Advisor and Kiehl’s USA Local Market to amplify the campaign with a unique digital activation to create a seamless consumer journey from Travel Retail to Local market channels. The campaign reached and engaged millions of American travelers before their summer travels, providing a seamless consumer journey. 

Leveraging the unique TripAdvisor audience in the U.S., the brand connected with travelers through paid media, influencers, personalized direct emails and a takeover of TripAdvisor city pages covering the hottest travel destinations.  

To promote awareness and drive consumers to the duty free store, Trip-Advisor users were invited to explore the Kiehl’s Loves activation. This led the consumers to a first landing page featuring the animation, showcasing the Kiehl’s Loves products available only in duty free, and offering an exclusive offer: a free tote bag personalized for each city, available with Kiehl’s purchases at selected duty free stores throughout the United States.

TripAdvisor visitors were also provided with Kiehl’s recommendations for the best activities and places to visit in NYC, the hottest summer destination and brand’s home city.   

The TripAdvisor audience was invited to a breakthrough sweepstakes offering two lucky winners a luxurious trip to New York, complete with a unique experience at a Kiehl’s store, and provided an ultra-rich facial cream to another 50 winners.   

 Bertrand Auclaire, General Manager Digital & Global Retail, L’Oréal Travel Retail Americas, commented:  “With L’Oréal Travel Retail Americas’ latest Kiehl’s Loves activation, we are elevating our partnership with TripAdvisor to the next level, scaling our reach, engaging further travelers with an exclusive duty free store offer, a compelling sweepstakes, and unique co-created content by Kiehl’s and TripAdvisor for optimal performance. We also partner closely with Kiehl’s USA to build a seamless consumer journey from Travel Retail to Local Market channels, and one common consumer experience.” 

     “We were delighted to partner with Kiehl’s on one of the most innovative and successful retail campaigns we’ve ever launched,” added Christine Maguire, Vice President and Global Head of Sales at TripAdvisor. “Forming part of our ongoing global partnership with L’Oréal Travel Retail, this campaign leveraged our valuable audience and introduced tens of thousands incremental users into Kiehls’ marketing program via a beautifully designed content hub.”

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L'Oreal Travel Retail Americas - Manager, Marketin

at L'oreal USA in Miami, Florida, United States

Job Description

L'Oreal Travel Retail Americas Manager, Marketing (PBM) Kiehls & Biotherm

Job Title Manager, Marketing- Kiehl's & Biotherm

Location: Miami, Florida

Reports To: Director, Marketing

WHO WE ARE For more than a century, L'Oreal has devoted its energy, innovation, and scientific excellence solely to one business: Beauty. Our goal is to offer each and every person around the world the best of beautyin terms of quality, efficacy, safety, sincerity and responsibility to satisfy all beauty needs and desires in their infinite diversity.

About Travel Retail Travel Retail Americas oversees all Travel Retail operations across the Americas (over 900 points of sale) including airports, cruise ships, airlines, downtown duty-free stores, and border stores.

We are looking someone who is dynamic & adaptable, team player, a good balance between of the box thinking & analytical approach. Required Qualifications: 3-6 years marketing experience required 2+ years in operational marketing or similar role is a plus Experience successfully launching and managing a new product or renovation through its entire life cycle Proactive, ability to self-manage projects, ability to overcome obstacles independently Communication skills: be able to articulate clear messages and strategies. Also, to liaise between different departments and participate in senior level management discussions Leadership skills: ability to lead, motivate, and foster relationship with cross functional partners Knowledge of beauty industry, TR Americas is a plus Strong written, oral, and interpersonal communication skills Adaptability in a rapidly changing environment

Preferred Qualifications: Advanced Degrees Relevant Industry Certifications Soft Skills if applicable (i.e., project management, communication, time management, detail oriented, etc.)

YOUR FUTURE TEAM Join one of the leading Skincare brands in Travel Retail Americas, a team of 3 people, where you'll face exciting challenges and be at the forefront of the Americas Strategy with our business partners by analyzing, recommending, forecasting, briefing and implementing new launches & exciting new campaigns. Don't meet every single requirement? At L'Oreal, we are dedicated to building a diverse, inclusive, and innovative workplace. If you're excited about this role but your past experience doesn't align perfectly with the qualifications listed in the job description, we encourage you to apply anyways! You may just be the right candidate for this or other roles! We are an Equal Opportunity Employer and take pride in a diverse environment. We would love to find out more about you as a candidate and do not discriminate in recruitment, hiring, training, promotion, or other employment practices for reasons of race, color, religion, gender, sexual orientation, national origin, age, marital or veteran status, medical condition or disability, or any other legally protected status. If you are a qualified individual with a disability or a disabled veteran, you may request a reasonable accommodation if you are unable or limited in your ability to access job openings or apply for a job on this site as a result of your disability. You can request reasonable accommodations by contacting . If you need assistance to accommodate a disability, you may request an accommodation at any time. Our Safe Together Plan:Your safety is our highest priority. We will proceed with caution and adhere to enhanced protection standards to ensure our sites are safe for all employees. We must all operate with the shared responsibility for each other's health & safety in mind.

We are an Equal Opportunity Employer and take pride in a diverse environment. We do not discriminate in recruitment, hiring, training, promotion or other employment practices for reasons of race, color, religion, gender, sexual orientation, national origin, age, marital or veteran status, medical condition or disability, or any other legally protected status.

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Job Posting: 6417821

Posted On: Mar 26, 2024

Updated On: Apr 25, 2024

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L’Oreal announces new President of Travel Retail

By Chris Madden in Latest News , People News September 14, 2023 Comments Off on L’Oreal announces new President of Travel Retail

Emmanuel Goulin will take over the travel retail operations at L’Oréal after Vincent Boinay was appointed to lead the Chinese market

L’Oréal has announced Emmanuel Goulin as the new President of Travel Retail after Vincent Boinay was appointed as the new President of the North Asia Zone and Chief Executive Officer of L’Oréal China .

Boinay is a well-known figure in the travel retail sector, having previously served as Head of Luxury Travel Retail for L’Oréal , before being appointed as General Manager for Travel Retail Worldwide in 2014.

He will be succeeded at the helm of the beauty giant’s travel retail operation by Emmanuel Goulin, who also joined the L’Oréal Group Executive Committee. Currently General Manager of L’Oréal Italy , Goulin has been with the group since 2000, and previously served as head of travel retail in Hong Kong in 2008, and again as Managing Director Travel Retail – Asia Pacific Zone in 2016, leading the business through a tripling of its sales across five years. He was appointed to lead L’Oréal’s Italian operations last year, but will now return to travel retail once more.

L’Oréal Group CEO Nicolas Hieronimus said: “Emmanuel is a young leader with a track record of developing winning teams and delivering strong results. He is direct, approachable, efficient and forward-looking with a commitment to transformation and sustainability, both highly appreciated by both teams and customers. I am delighted to have such an agile, empathetic and results-driven leader join the Group’s Executive Committee.”

Emmanuel Goulin

Goulin will take on his new role at the start of 2024, with Boinay departing the sector in February 2024.

The move comes as part of a wider series of leadership changes in the L’Oréal Group. Fabrice Megarbane is set to succeed the retiring Frédéric Rozé as Chief Global Growth Officer , Megarbane will be replaced in his current role by Boinay.

Current General Manager of L’Oréal Luxe China Laurence Ma will also take on the new role of Deputy Chief Executive Officer in Charge of Divisions – L’Oréal China in the reshuffle.

Commenting on Boinay’s new appointment, Hieronimus said: “Vincent is a strategic leader with a genuine love for the culture and people of the North Asia region. He transformed our Travel Retail business, strengthening the Group’s global leadership in the sector and making it a major contributor to L’Oréal’s growth and bottom line. He is a generous leader and a great team developer, with an openness and curiosity that have enabled him to build strong and lasting relationships with employees, customers and partners alike. I am convinced that he is the perfect choice to continue to build on our success in North Asia.”

Tagged with: L'Oreal

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L'Oreal Sales Rise 9.4% as Mass Market Makeup Outshines Luxury

L'Oreal Sales Rise 9.4% as Mass Market Makeup Outshines Luxury

FILE PHOTO: The logo of French cosmetics group L'Oreal is seen on a company building in Paris, France, February 7, 2024. REUTERS/Sarah Meyssonnier/File Photo

By Dominique Patton and Mimosa Spencer

PARIS (Reuters) -L'Oreal reported a 9.4% rise in first quarter sales on a like-for-like basis on Thursday, beating expectations and easing concerns about a slowdown in the two biggest beauty markets the United States and China.

The French cosmetics giant, which owns the Maybelline and Lancome brands, reported sales of 11.24 billion euros ($11.98 billion) for the first three months to the end of March.

The sales growth exceeded a consensus of a 6.1% rise cited by analysts at Jefferies. Sales were up 8.3% on a reported basis.

L'Oreal, the world's biggest beauty company, said sales in both North America and Europe grew by more than 12%, as its mass market range and dermatological products compensated for weakness in the luxury segment.

The West "continues to power on," Jefferies analysts said following the results, adding North America had defied weakening scanner data and downbeat retailer commentary.

U.S. retailer Ulta Beauty earlier this month rattled the market with comment about a faster-than-expected slowdown in the United States that hit shares across the sector.

Following Thursday's results, L'Oreal's American depositary receipts (ADRs) gained as much as 6.5% in New York trading, while shares in U.S. rivals Estee Lauder and Coty also rose.

CONSUMER PRODUCTS

L'Oreal said its consumer products division, which includes its L'Oreal Paris range of mascaras and Elseve hair gloss and accounts for more than a third of its revenues, grew 11.1% on a like-for-like basis.

The company benefited from higher volumes as well as value in the unit, with strong demand in Europe and emerging markets.

The smaller but fast-growing dermatological beauty unit, which sells La Roche-Posay and CeraVe skincare, grew 21.9%, as it continued to benefit from medical recommendations.

Sales in the luxury division that markets fragrances such as YSL's Libre and Aesop products acquired last year, grew by 1.8%, beating expectations for a decline, as strong growth in Europe and North America helped offset softness in North Asia.

North Asia suffered from an unfavourable comparison base in Travel Retail and sluggish market growth in mainland China, the company said.

Jefferies analysts said travel retail sales were also dented by a Chinese government crackdown on resellers of foreign consumer products, known as "daigou".

L'Oreal has the biggest share of China's luxury beauty market, or about 34%, Chief Executive Nicolas Hieronimus told analysts on a call.

"We are unhappy about the fact that this market is not rebounding the way we expected it to rebound," he said, but added that the company is still outperforming the market.

The company grew 6.2% in China, compared to less than 1% in the broader market, he said.

Shares in L'Oreal, Europe's 6th most valuable listed company, with a market capitalisation of about 220 billion euro ($234.26 billion), have lost 6% so far this year, compared to a 5% fall at U.S. peer Estee Lauder.

($1 = 0.9383 euros)

(Reporting by Dominique Patton and Mimosa Spencer; Editing by Susan Fenton and Barbara Lewis)

Copyright 2024 Thomson Reuters .

Tags: France , Europe

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L’Oréal Travel Retail and DFS debut Valentino Beauty makeup stores in the Americas

US. L’Oréal Travel Retail has partnered exclusively with DFS Group to open the first Valentino Beauty makeup stores in Americas travel retail.

The flagship boutiques are located at John F. Kennedy International Airport (JFK) Terminal 4, and San Francisco International Airport (SFO) Concourse G. The openings follow the strong Americas travel retail roll-out for Valentino Beauty in 2021.

Valentino Beauty makeup was the subject of a dedicated Moodie Davitt Spotlight Series eZine in September 2021.

The Valentino Beauty makeup stores in JFK and SFO are designed like ‘Roman palaces’, blending a Pink Terrazzo and Red Daydream colour palette. Pink Terrazzo is the colour of Maison Valentino’s fashion boutiques, while Red Daydream is the colour of the Valentino Beauty makeup cases, designed by Creative Director Pierpaolo Piccioli.

Both the JFK and SFO stores feature striking makeup and fragrance backwalls inspired by the house’s ‘Cool, Colour, Couture’ design codes. Neon lights add further drama to the retail spaces, which blend Roman architecture elements with industrial design touches. The boutiques represent a merging of heritage and couture with the new contemporary and colourful spirit of the brand.

“We are pleased to partner with Valentino and L’Oréal Travel Retail Americas on the introduction of these exclusive Valentino Beauty flagship stores in our key SFO and JFK airport locations,” commented DFS Group Senior Vice President Beauty Amael Blain. “As the world’s leading luxury travel retailer, DFS is delighted to bring our travelling customers the latest in luxury beauty and retailtainment wherever they visit.”

The Rosso Valentino lipstick line, which offers a wide array of refillable lipsticks, is one of the hero ranges featured on the backwall. The Very Valentino Foundation range is another product highlight. The ultra-lightweight foundation has been equipped with Roma Light Complex technology to adapt colours to a wide range of skin tones.

The Go Clutch (2-in-1) powder and lipstick case is another notable product highlight. It comprises a mini Rosso Valentino lipstick accompanied with either a press powder foundation or bronzer, enabling users to touch up their makeup on-the-go. The boutiques also offer signature Valentino fragrances, Born in Roma and Voce Viva, launched in 2019 and 2020, respectively.

The JFK Terminal 4 flagship features Voce Viva’s signature voice print experience. Shoppers can record their voices on their mobiles by scanning a QR Code and share their unique voice prints on social media.

“We launched Valentino Beauty last year in Travel Retail Americas with a powerful statement in fragrances thanks to the launch of Voce Viva,” commented L’Oréal Travel Retail Americas Luxe Division Manager Floriano Marrone.

“The launch of make-up is an important milestone and underlines our long-term partnership with DFS. This new range of iconic products will give us even more ways to inspire, engage and add value to the experience of our travel retail consumers.”

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Today’s images show how cdf Beauty at Citygate Outlets in Tung Chung, Lantau Island, Hong Kong has entered into the spirit of China Duty Free Group’s Global Shopping Festival.

The May Day holiday period is a critical time for all travel retailers serving Chinese visitors and for the world’s number one travel retailer by sales, especially so. In response, China Duty Free has kicked off a dynamic, multi-channel promotional blitz.

Moodie Davitt STUDIO proudly releases the Director’s Cut version of its debut production, ‘Hainan Heritage in a Glass – 1,000 years in the making’ accompanied by a short film ‘In Conversation – a Storytelling Journey Begins’, detailing the goals and philosphy of the newly launched film division.

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NSG Group Announces Major Expansion of its Float Glass Business in Russia

The NSG Group announces that it has today signed agreements concerning the future expansion of its float glass business in Russia.

The first part of the expansion project relates to the merger of Pilkington Glass LLC with the STiS Group of Companies. Pilkington Glass LLC currently operates a float glass production line in Ramenskoye, near Moscow. STiS is the leading manufacturer of insulated glass units in Russia and has processing operations across Russia. The merged business will be the only integrated flat glass business in Russia combining float glass manufacturing facilities with nationwide downstream processing activities.

Concurrently, the Russian Corporation of Nanotechnologies (RUSNANO) and the European Bank for Reconstruction and Development (EBRD) will also invest in the merged business. These funds will finance the construction of a new float line at the site of the NSG Group’s current float line in Ramenskoye, Russia. The new investment from EBRD and RUSNANO will also enable the installation of new coating facilities in Ramenskoye, capable of manufacturing low-emissivity energy-saving products to supply the growing market for energy-efficient glazings in Russia.

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Claudia Looi

Touring the Top 10 Moscow Metro Stations

By Claudia Looi 2 Comments

Komsomolskaya metro station looks like a museum. It has vaulted ceilings and baroque decor.

Hidden underground, in the heart of Moscow, are historical and architectural treasures of Russia. These are Soviet-era creations – the metro stations of Moscow.

Our guide Maria introduced these elaborate metro stations as “the palaces for the people.” Built between 1937 and 1955, each station holds its own history and stories. Stalin had the idea of building beautiful underground spaces that the masses could enjoy. They would look like museums, art centers, concert halls, palaces and churches. Each would have a different theme. None would be alike.

The two-hour private tour was with a former Intourist tour guide named Maria. Maria lived in Moscow all her life and through the communist era of 60s to 90s. She has been a tour guide for more than 30 years. Being in her 60s, she moved rather quickly for her age. We traveled and crammed with Maria and other Muscovites on the metro to visit 10 different metro stations.

Arrow showing the direction of metro line 1 and 2

Moscow subways are very clean

To Maria, every street, metro and building told a story. I couldn’t keep up with her stories. I don’t remember most of what she said because I was just thrilled being in Moscow.   Added to that, she spilled out so many Russian words and names, which to one who can’t read Cyrillic, sounded so foreign and could be easily forgotten.

The metro tour was the first part of our all day tour of Moscow with Maria. Here are the stations we visited:

1. Komsomolskaya Metro Station  is the most beautiful of them all. Painted yellow and decorated with chandeliers, gold leaves and semi precious stones, the station looks like a stately museum. And possibly decorated like a palace. I saw Komsomolskaya first, before the rest of the stations upon arrival in Moscow by train from St. Petersburg.

2. Revolution Square Metro Station (Ploshchad Revolyutsii) has marble arches and 72 bronze sculptures designed by Alexey Dushkin. The marble arches are flanked by the bronze sculptures. If you look closely you will see passersby touching the bronze dog's nose. Legend has it that good luck comes to those who touch the dog's nose.

Touch the dog's nose for good luck. At the Revolution Square station

Revolution Square Metro Station

3. Arbatskaya Metro Station served as a shelter during the Soviet-era. It is one of the largest and the deepest metro stations in Moscow.

Arbatskaya Metro Station

4. Biblioteka Imeni Lenina Metro Station was built in 1935 and named after the Russian State Library. It is located near the library and has a big mosaic portrait of Lenin and yellow ceramic tiles on the track walls.

Lenin's portrait at the Biblioteka Imeni Lenina Metro Station

5. Kievskaya Metro Station was one of the first to be completed in Moscow. Named after the capital city of Ukraine by Kiev-born, Nikita Khruschev, Stalin's successor.

Kievskaya Metro Station

6. Novoslobodskaya Metro Station  was built in 1952. It has 32 stained glass murals with brass borders.

Novoslobodskaya metro station

7. Kurskaya Metro Station was one of the first few to be built in Moscow in 1938. It has ceiling panels and artwork showing Soviet leadership, Soviet lifestyle and political power. It has a dome with patriotic slogans decorated with red stars representing the Soviet's World War II Hall of Fame. Kurskaya Metro Station is a must-visit station in Moscow.

Ceiling panel and artworks at Kurskaya Metro Station

8. Mayakovskaya Metro Station built in 1938. It was named after Russian poet Vladmir Mayakovsky. This is one of the most beautiful metro stations in the world with 34 mosaics painted by Alexander Deyneka.

Mayakovskaya station

One of the over 30 ceiling mosaics in Mayakovskaya metro station

9. Belorusskaya Metro Station is named after the people of Belarus. In the picture below, there are statues of 3 members of the Partisan Resistance in Belarus during World War II. The statues were sculpted by Sergei Orlov, S. Rabinovich and I. Slonim.

10. Teatralnaya Metro Station (Theatre Metro Station) is located near the Bolshoi Theatre.

Teatralnaya Metro Station decorated with porcelain figures .

Taking the metro's escalator at the end of the tour with Maria the tour guide.

Have you visited the Moscow Metro? Leave your comment below.

January 15, 2017 at 8:17 am

An excellent read! Thanks for much for sharing the Russian metro system with us. We're heading to Moscow in April and exploring the metro stations were on our list and after reading your post, I'm even more excited to go visit them. Thanks again 🙂

December 6, 2017 at 10:45 pm

Hi, do you remember which tour company you contacted for this tour?

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