L’Oréal targets middle class Chinese travellers with Bangkok upgrade
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L’Oréal Paris has revamped and upgraded its Bangkok Downtown duty free store and is particularly aiming to appeal to the Chinese middle class traveller. It describes the segment as “the driver of today’s growth in travel retail”.
The refit is in line with L’Oréal’s travel retail strategy “to enhance desirability by increasing retail effectiveness in travel retail shops”.
Based on the idea of making a premium product accessible, the new store offers a showcase of L’Oréal Paris’ key products for the market including its anti-ageing and moisturising ranges, an expanded make-up area and a focus on global best-sellers Revitalift and Men Expert.
Described by the brand as the number one men’s grooming brand in China, Men Expert was given a prominent display featuring Hydra Energetic, the campaign for which stars celebrity Daniel Wu, alongside Pure & Matte and Hydra Sensitive.
A spokesperson for King Power explained: “The overall look is now more attractive with multi-colour impact. The make-up zone is magnificent and delivers a better shopping experience. Traffic flow inside the shop is improved and customers have better access to their favourite products. Customers are given more insight to the products with a product box display provided for each travel retail exclusive best-seller.”
Questions & Answers
Q.What is the primary target demographic for L'Oréal Paris's upgraded Bangkok store?
What is the primary target demographic for L'Oréal Paris's upgraded Bangkok store?
The store is particularly aiming to appeal to the Chinese middle-class traveller. This segment is described as the main driver of current growth in travel retail.
Q.Which specific product ranges and best-sellers are highlighted in the new store layout?
Which specific product ranges and best-sellers are highlighted in the new store layout?
The store shows anti-ageing and moisturising ranges, an expanded make-up area, and focuses on global best-sellers Revitalift and Men Expert. Men Expert features Hydra Energetic, Pure & Matte, and Hydra Sensitive.
Q.How has the shopping experience been improved according to the King Power spokesperson?
How has the shopping experience been improved according to the King Power spokesperson?
The spokesperson stated the overall look is now more attractive with multi-colour impact, the make-up zone is magnificent, and traffic flow inside the shop is improved for better access to products.
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