This press release was issued by L’Oréal.

Global leader in beauty innovation - L’Oréal Travel Retail Asia Pacific (TR APAC), envisions exciting Airport “Beauty Shopper-tainment of the Future” at the Tax-Free World Association (TFWA) 2025 exhibition – a first-ever concept that breaks new ground in luxury beauty to elevate travelers’ beauty journeys beyond traditional retail spaces.

Spanning 510 square meters, the experiential showcase serves as a blueprint for the next generation of travel beauty, featuring three multi-sensory experiential lounges that have transformative touchpoints designed for every modern traveler.

Rallying L’Oréal’s extensive portfolio of 22 luxury beauty brands in Travel Retail Asia Pacific including Lancôme, YSL Beauty, SkinCeuticals, Prada Beauty, Aesop, Kérastase, it sets a new precedent for travel luxury by merging beauty, relaxation and personalization into one.

Reshaping the Future of Beauty Travel Retail

L’Oréal Travel Retail’s vision is so important, because post-Covid, there is a huge appetite for Travel (3.7B travelers in 2024) and strong appetite for Beauty.

Travelers can spend up to two hours in the airport, and L’Oréal’s game-changing animations during this dwell time in the airports captivate experience-seeking travelers, particularly Gen Z with 47% of travelers expressing that they actively seek immersive experiences.

The innovative shopper-tainment beauty immersion that L’Oréal Travel Retail brings are never-done-before, exciting new types of activation that are exclusively for travelers at the airport.

For example, in May 2025, travelers can experience some of these envisionings come to life at YSL Beauty Light Club at Changi Airport with shopper-tainment at all four terminals and Jewel Changi for the first-time ever; and SkinCeuticals with Hydrafacial - a high-end medical aesthetic device previously exclusive to domestic Medi-Spas – now available for travellers in an exclusive activation in Changi Airport: the first time ever that a skincare brand brings high-end medical aesthetic devices for travelers in airport.

The journey starts at the airport, even before you get to the destination!

TFWA Three Conceptual Experiential Lounges: Tailored for Every Traveller

The pioneering spirit of L’Oreal TR Asia Pacific permeates throughout its TFWA Lounges, featuring a variety of bespoke touchpoints aimed to elevate the travelers' overall travel experience.

Lounge 1:
Quick Fix Beauty: For Travelers on Tight Schedules
Skin Mist Pods that can be customized by climate and skin type to suit the travel destination

The shopper-tainment destination comes alive through the Sense of Service, offering travelers the best services for this journey to provide personalized product recommendations.

For travelers short on time, the L’Oreal TR Asia Pacific innovation of a Skin Mist Pod offers a quick reset and revitalization of the skin, mind and body. Travelers are guided through a journey via a climate-customized misting pod, express product pairing, and light makeup application featuring bespoke products by L’Oréal’s leading skincare brands–all designed to refresh and prepare the skin before the next journey.

The mist treatment will be personalized based on the traveler’s destination (eg. beach, tropical, cold, high altitude etc) and traveler’s travel skin concerns (eg. dehydration, dark spots, skin irritation, etc). Powered by advanced steam technology, the beauty advisor at the misting pod will give a tailored consultation on the traveler’s challenges and provide personalised product recommendations to target travelers’ climate-specific skin concerns.

Lounge 2:
Luxe Beauty: For Travelers Seeking Rest & Rejuvenation
Facial Cocoons with pampering facial, makeup, fragrance to be social-media travel ready

This luxury shopper-tainment area offers a unique, high-end experience focused on pampering travelers. A Luxe Beauty zone provides relaxing Rose Kombucha tea and a complimentary 10-minute Lancôme Longevity skin repair facial featuring the Lancôme Absolute Cryo Sculptor. Light makeovers with premium makeup and fragrances are also available to ensure social-media readiness. A display of historical Lancôme products commemorates the brand's 90th anniversary.

Lounge 3:
Lifestyle and Grooming Beauty: Perfect for Travelers Seeking Holistic Sensory Immersion

Fragrance-inspired Cocktails with a Local Destination twist;
Scalp Analysis and Hairstyling;
Men’s Grooming

This luxurious immersive space offers travelers a unique "Sense of Place, Time, Gifting" experience, connecting them with destination-inspired fragrance cocktails crafted from premium brands like YSL, Armani, Prada, Valentino, and Aesop. The elevated multi-sensory journey includes a personalized fragrance coaster souvenir emblazoned with an iconic local destination visual; locally-inspired ingredients; and curated music via “silent disco” individual headsets for a truly indulgent escape. Travelers can also enjoy complimentary Kérastase scalp analysis and hairstyling. A dedicated men's area offers premium haircuts, shaves, and facial pampering with L'Oréal Men Expert products, alongside bespoke cocktails and hair styling. This luxurious experience transcends a simple beauty stop, crafting unforgettable travel memories.

L’Oréal Travel Retail’s proprietary “Pentarchy” Partnership Model :-
Driving Visionary Partnerships with Key Travel Industry Stakeholders

Breaking new grounds, L’Oréal Travel Retail Asia Pacific is committed to leading the reshaping of Beauty Travel Retail through its Pentarchy partnership model – driving first-ever visionary multi-industry travel retail collaborations with key travel industry stakeholders such as brands, airports, retailers, airlines, and media partners.

Travelers' behaviors have shifted rapidly post-Covid, looking for more immersive and unique experiences. With the traffic fully back to pre-Covid levels, L’Oréal is taking the opportunity to reshape the future of beauty travel retail by reinventing the TR ecosystem partnership called the “Pentarchy”: an omni-channel multi-partners strategy from pre-trip, in-trip, to post-trip for a seamless and connected journey, redefining the airport as an engaging destination and place of exciting experiences.

Through the Pentarchy, L'Oreal is redefining the Travel Retail landscape through strategic partnerships, pioneering shopper-tainment beauty immersion at the airport. For the very first time, L'Oreal is bringing entertainment, beauty service and a new vision of innovation to the airport.

These include strategic collaborations with long-standing important partners for key markets like Singapore, such as Singapore Economic Development Board (EDB), Changi Airport Group, The Shilla Duty Free Singapore and its partnerships with notable partners like Meta, Grab, Krisflyer, UOB.

Examples of partnerships: (i) YSL Beauty Light Club

L’Oréal Travel Retail and YSL Travel Retail Asia Pacific, together with The Shilla Duty Free Singapore, are revolutionising the travel retail experience with the launch of YSL Beauty Light Club at Changi.

This first-ever airport-wide activation for travelers from April 18 to May 25 2025 engages different traveler profiles across all four terminals, including a week-long activation at Jewel Changi Airport’s Forest Valley – the YSL logo will be emblazoned on this world’s tallest indoor waterfall that attracts over 28 million foreign visitors every year – captivating potential travelers before their planned travel journey.

Some of the exciting “shopper-tainment” experiences includes:

• AI-powered DJ: curates a signature YSL Beauty makeup look for the traveler, and leads them to iShopChangi, the online pre-order platform of Changi Airport. 
• YSL Elevator: different “floor” buttons allow travelers to explore different scents from Le Vestiaire des Parfums collection, record short videos, using a YSL Beauty Loveshine lipstick to leave messages on the interactive magic mirror for sharable social media moments. 
• Silent Disco personalized fragrance finder: Through a personalized quiz about their music preferences and personal style, travelers will receive their unique fragrance match. 
• Bespoke cocktails inspired by top Asian travel destinations: Travelers can discover the exceptional renewed Le Vestiaire Des Parfums collection at the fragrance bar while indulging in bespoke asia-destination-inspired cocktails expertly crafted by professional bartenders. *Destination discovery is a key insight into what travelers want, as they seek experiences and products that are linked to the destination for great memories of their travel. 
• Changi-First products: Travelers will be the first in Asia-Pacific to experience the new Le Vestiaire Des Parfums collection, a range of exceptional fragrances inspired by the style and spirit of Monsieur Saint Laurent.

For the first time in Singapore, L’Oréal Travel Retail has also driven a Pentarchy Partnership with Changi Airport Group, The Shilla Duty Free Singapore, Singapore Airlines Krisflyer, Grab, Meta, UOB to create a unique and enhanced shopping experience specifically designed for travelers.

This innovative collaboration begins before travelers even arrive at the airport, offering a seamless and integrated journey - connecting online discovery with offline experiences, such as: Changi Rewards, KrisFlyer, and Meta partnerships that share messages to travelers based on their interests, while Grab partnership allows travelers to receive information and special offers for YSL Beauty Light Club while on the way to the airport.

Examples of partnerships: (ii) SkinCeuticals

SkinCeuticals, the #1 medical aesthetic skincare brand globally, debuts its first travel retail outpost worldwide at Changi Airport Terminal 3 from 27 April to 4 June 2025, in partnership with Changi Airport and The Shilla Duty Free Singapore.

Some of the immersive beauty “shopper-tainment” experiences includes:

• This is the first time ever that a skincare brand brings high-end medical aesthetic devices for travellers in airport. 
• By introducing Hydrafacial - a high-end medical aesthetic device previously exclusive to domestic Medi-Spas - to travellers in Changi Airport for the first time worldwide, SkinCeuticals is making the best aesthetic beauty skincare experience accessible to airport travellers. 
• Exclusive SkinCeuticals x Hydrafacial Professional Facial Treatment: For travellers, they can experience this 3-step non-invasive aesthetic skincare treatment provided by professional beauticians from Calvin Chan Aesthetics. In less than 30 minutes, the SkinCeuticals x Hydrafacial Professional Facial Treatment offers improvements in skin quality, texture, and tone. This synergistic experience showcases the complementarity of SkinCeuticals products to medical aesthetics, and embodies the Integrated Skincare philosophy of SkinCeuticals.
  
  At the same time, travellers are also engaged before they depart, to book pre-flight and experience in transit before their flight. 
• Exclusive product, and promotions, at The Shilla Duty Free Singapore in Changi Airport: SkinCeuticals Collagen-III Amplifier serum – an innovative skincare solution to visibly improve skin texture, firmness, and reduce fine lines.
  
  Travelers can enjoy Alipay dedicated promotion, Changi-pay dedicated promotion, and hear about this in Weibo and XiaoHongShu through celebrity endorsement, supported by The Shilla Duty Free Singapore.

Commitment to sustainability and innovation

The L’Oréal Airport Beauty “Shopper-tainment of the Future” pavilion was also designed to reflect L’Oréal’s commitment to sustainability with a positive environmental or social impact. The space was constructed with over 90% sustainable materials, incorporating recycled, upcycled, or eco-friendly materials, 3D printing, and eco-conscious practices across its activations.

Locations

• The L’Oréal “Beauty Shopper-tainment of the Future” pavilion will be showcased at TFWA Asia Pacific held in Marina Bay Sands Expo & Convention Centre from 13 to 15 May 2025. It is accessible to visitors through ticketed sales.
  
  Actual activations of envisionings can be experienced by travelers at: 
• YSL Beauty Light Club with AI DJ personalized makeup looks, fragrance-inspired cocktails: at all 4 terminals of Changi Airport from April 18 to May 25 2025, including a week-long activation at Jewel Changi. 
  
  
• SkinCeuticals world’s first-ever A.G.E. lab animation with exclusive HydraFacial: at Changi Airport Terminal 3 departure transit.