QATAR. L’Oréal Travel Retail and Qatar Duty Free have saluted what they call a groundbreaking ‘pentarchy partnership’ – a five-way collaborative campaign – to amplify the YSL Beauty brand at Hamad International (HIA).

Running from July through October, the collaboration centred around YSL Beauty’s ‘Summer Mirage’ campaign, featuring an eye-catching pop-up retail experience at HIA.

The partners said: “This pentarchy partnership marked a new benchmark in travel retail, with a first-of-its-kind activation in Qatar, showcasing a fully integrated ecosystem where airline, airport, retailer, brand and media collaborate to deliver a seamless and personalised consumer journey.”

The personalised consumer experience began prior to arrival at the airport by leveraging Qatar Airways’ expansive loyalty programme. Through a targeted CRM campaign, travellers were invited to experience the YSL Summer Mirage pop-up on arrival, promoting the exclusive campaign and driving excitement pre-journey.

Upon arrival at the airport, YSL Beauty became a destination, noted the partners. Personalised digital out-of-home content, strategically placed throughout key areas of the airport, drove traffic to the pop-up. This was further amplified by Libre and YSL Loveshine campaigns, each featuring a call to action.

Two hours before departure, all passengers traveling through HIA 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.

Upon entering the 65sq m Summer Mirage pop-up, travellers were immersed in a “cohesive and elevated experience” at every touchpoint.

Travellers could explore YSL fragrances through an interactive product table. They also experimented with their preferred makeup look via the Virtual Try-On app, which allowed them to try different styles before having them applied by a makeup expert. Gift personalisation was another element, with UV printing of YSL designs on best-selling products, with an exclusive wrapped design inspired by the desert fantasy.

The partners said: “By blending YSL Beauty’s cutting-edge luxury with Qatar Airways’ interconnected environment, this collaboration redefined the boundaries of travel retail, leveraging brand connection at every step of the journey.”

They added that the partnership proved “highly successful, delivering significant incremental value to the beauty category and allowing YSL Beauty to break new market share records”. It also leveraged insights to enable them to engage consumers, adding value to the various parties.

Qatar Airways Group Chief Retail and Hospitality Officer Thabet Musleh 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 – delivering a unique, immersive experience that transforms travel into something truly unforgettable.”

L’Oréal Travel Retail President Emmanuel Goulin said: “For the first time, this pioneering collaboration with Qatar Duty Free, Qatar Airways, and Hamad International Airport on this groundbreaking YSL Beauty campaign demonstrates how a truly holistic approach can elevate the customer journey to new heights.

“We are creating engaging brand experiences that connect with travellers on a deeper level. This is just the beginning of a new era for travel retail, and it’s incredibly exciting.”

L’Oréal noted that it envisions a bright future for travel retail and beauty, with increased travel interest and growth anticipated to 600 million new consumers by 2030.

“The evolving retail landscape, driven by technology and omnichannel experiences, requires brands to constantly innovate. The traditional ‘Trinity’ ecosystem is transforming into a consumer-centric ‘pentarchy’. This new model places the consumer at the heart of the ecosystem, surrounded and supported by brands, retailers, airports, airlines and digital partners, all working together to deliver personalised and engaging experiences.

‘L’Oréal Groupe’s successful partnership with Qatar Duty Free and Qatar Airways at Hamad International Airport in Doha perfectly illustrates this new collaborative approach.” ✈