L’Oréal targets middle class Chinese travellers with Bangkok upgrade

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.”