Creative Campaigns Targeting Passengers

Mr Abia says the way forward for travel retail is with five-way "pentarchy partnerships", which bring together airlines, airports, retailers, brands and media partners to deliver a personalised journey for the traveller.

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He adds: "One of the challenges we've had in this industry is that we have been working in silos. It worked because business was good and air traffic was growing, but things are changing.

"The travel retail industry today has so much data, so there is a clearer need to work together to leverage that and build an ecosystem where we can offer the best experience for travellers at the airport."

Such data includes travel patterns and preferences, based on information like where and what kind of purchases are made, as well as interests based on social media use.

One of the most customisable and interactive methods of travel retail marketing is creating a pop-up.

In recent months, brands such as Miss Dior, SkinCeuticals and Burberry Beauty have run pop-ups to launch new and limited-edition products at Changi Airport.

The YSL Beauty Light Club pop-up, for example, was held in all four terminals at Changi Airport, as well as its retail complex Jewel, until May 25 to showcase its Le Vestiaire des Parfums fragrance collection. This was the global launch of the scents.

Each terminal featured an interactive experience alongside product displays, and was designed to best appeal to the passenger profiles that typically disembark at each location.

In Terminal 1, its main outpost offered make-up consultations and bespoke cocktails, and featured an AI-powered DJ that provided make-up recommendations.

These services were crafted with Singapore and North Asian travellers in mind, whom L'Oreal Travel Retail Asia Pacific identified as preferring image-driven and elevated retail experiences.

Inspired by the trendy elevator photo shoot concept popularised in South Korea, a YSL elevator was set up in Terminal 3, aimed at Chinese travellers who enjoy social media-friendly pop-ups.