November 5, 2024

L’Oréal says its recent pop-up animation for YSL Beauty in partnership with Qatar Duty Free at Hamad International Airport in Doha highlights a new model in travel retail focused on a pentarchy (rather than the traditional trinity) ecosystem, encompassing the brand, retailer, airport, airline and media partners.

The company says with the five partners working together they are able to better target consumers and offer a more personalized shopping experience and thereby increase sales.

The initiative used Qatar Airways loyalty program to target travelers before their arrival at the airport and invite them to the YSL Summer Mirage pop-up, which was open from July to October.

Personalized digital out-of-home content placed throughout key areas of the airport, drove traffic to the pop-up. This was amplified by the Libre and YSL Loveshine campaigns, each featuring a call to action.

Two hours before departure, all passengers traveling through Hamad International Airport received a notification from Qatar Airways’ mobile application inviting them to visit the pop-up and receive a gift with or without purchase, based on their loyalty status.

The 65m2 (700ft2) pop-up featured an interactive product table for YSL fragrances, and a virtual try-on app for make-up. Travelers could also personalize their gifts by UV printing YSL designs on best-selling products.

L’Oréal said the partnership enabled YSL Beauty to break new market share records

Thabet Musleh, Chief Retail and Hospitality Officer at Qatar Airways Group, commented: “This partnership with YSL Beauty showcases what’s possible when an airline, airport, retailer, brand and media come together as one. We’ve developed the first-ever ‘pentarchy’ partnership in travel retail.”