Singapore – Lancôme Travel Retail APAC has recently launched its largest activation at Singapore Changi Airport Terminal 1 Central Piazza in departure transit with the launch of the worldwide exclusive Changi 1st: Génifique Ultimate Travellers’ Repair Clinic. Said activation invites travellers to be the first in Asia to step into the future of revolutionary skincare repair science with the new Génifique Ultimate serum.

Through this activation, the brand also unveiled its first-ever AI travel beauty consultant— Génifique AI—a revolutionary step in personalised beauty. Moreover, Lancôme also became the first commercial brand to transform the Jewel Changi Airport skytrain, alongside a pillar wrap at Terminal 1 Central Piazza, creating an immersive and unforgettable travel experience. 

The brand further redefines how travellers engage with luxury offline and online through an exclusive WeChat mini program. These innovative touchpoints together form a truly elevated and seamless ‘Travel with Lancôme’ journey, designed to captivate and inspire at every step.

Génifique AI- the activation’s AI-powered beauty assistant

From September 10 to October 15, travellers are invited to step into the future of skincare and discover the new Génifique Ultimate serum – a power-packed, ultimate version of the brand’s iconic Génifique serum. The new Génifique Ultimate serum, backed by 27 years of repair science, is now powered by BetaGlucan-CM. 

When travellers first enter the repair clinic, they are greeted by a futuristic LED hologram display of Génifique Ultimate. There, they go beyond the bottle and get an up-close-and-personal, microscopic view of Beta Glucan, the star ingredient behind the serum’s breakthrough formulation that accelerates skin repair.

As part of the repair discovery journey, travellers will be able to dive deep and discover Lancôme’s ingredient story through an interactive, motion-censored RFID display screen. They can learn about the full suite of Génifique franchise just by placing the products on the interactive screen.

Moreover, at the core of the Travellers’ Ultimate Repair Clinic is Lancôme Travel Retail APAC’s first AI travel beauty consultant – Génifique AI, a revolutionary travel beauty consultant that blends advanced AI with a captivating human touch. Through an engaging conversation, in either English or Chinese language, Génifique AI analyses travel plans and identifies potential skin concerns, providing travellers with the most intelligent and tailored skincare recommendations.

Skytrain with Lancome activation

Lastly, before travellers embark on their next journey, they can feast their eyes on the iconic Skytrain tunnelling through Jewel Changi Airport with the massive Jewel Rain Vortex in the background, which attracts millions of visitors yearly. In a bold move, Lancôme is the first commercial brand to take over the skytrain that captures the travellers’ heart and cameras.

Jesus Abia, managing director at L’Oreal Travel Retail Asia Pacific, said, “At L’Oreal Travel Retail Asia Pacific, we are proud to invite you to experience this new Génifique Ultimate serum – the biggest renovation of our biggest icon in beauty industry. Our commitment to pushing the boundaries is in both innovative skincare technology, as it is about creating immersive and transformative experiences that resonate with today’s travellers. By launching the Génifique Ultimate Travellers’ Repair Clinic at Changi Airport, we are redefining what is possible in global travel retail, demonstrating that Asia Pacific is at the forefront of merging advanced science with luxury and personalised service.”

Meanwhile, Linda Wang, general manager at Lancôme Travel Retail Asia Pacific, commented, “At Lancôme Travel Retail Asia Pacific, the many ‘firsts’ in this Génifique Ultimate activation is only made possible by the strong tripartite partnership between Lancôme Travel Retail Asia Pacific, Changi Airport Group and The Shilla Duty Free Singapore. By combining Lancôme’s expertise in advanced skincare, Changi Airport’s commitment to enhancing the passenger journey, and The Shilla Duty Free’s dedication to exceptional retail, we have created a truly groundbreaking activation that sets a new standard for travel retail. Redefining our consumers’ travel experience with innovation, expertise and immersion – pre, during & post trip.”

Jeff Lee, managing director of The Shilla Duty Free Singapore, commented, “We are delighted to partner with Lancôme and Changi Airport Group to introduce the Génifique Ultimate Travellers’ Repair Clinic. This collaboration allows us to create unforgettable experiences that seamlessly blends retail and beauty, offering travellers a unique opportunity to indulge in cutting-edge skincare while on the go. At The Shilla Duty Free Singapore, we are committed to enhancing the shopping journey by bringing world-class brands and innovative concepts to our customers. This clinic is a perfect embodiment of that mission, providing an immersive and luxurious experience that will leave a lasting impression on every traveller.”

Lastly, Chandra Mahtani, Changi Airport Group’s Head of Airside Concessions, said, “This activation presents a unique opportunity for Changi Airport’s travellers to not only be one of the first in the world to purchase the new Génifique Ultimate serum, but also enjoy a moment of reprieve and pampering experience at the innovative Travellers’ Ultimate Repair Clinic before their travel journey. We are also proud to offer our iShopChangi customers on the WeChat mini program and Changi Rewards Monarch members exclusive priority access to Lancôme’s latest product.”

Manila, Philippines – TikTok Shop and cosmetics brand L’Oréal are joining forces to advance the ‘Digital Beauty Academy,’ an initiative designed to empower aspiring beauty entrepreneurs across the Philippines. This collaboration integrates L’Oréal’s extensive beauty education with TikTok Shop’s dynamic social commerce platform, creating new opportunities for participants.

Now in its second year, the program builds on the successes of its inaugural run in Quezon City, with this year’s expansion to Makati City. 

Running from August to December, the ‘Digital Beauty Academy’ will conduct six sessions focused on content creation, social commerce strategies, and the effective use of TikTok Shop to market and sell beauty products.

The ‘Digital Beauty Academy’ provides comprehensive beauty training and social commerce education, equipping participants with essential skills in beauty, grooming, and personal care while integrating effective strategies for leveraging TikTok and TikTok Shop for business growth. 

Said initiative is designed to empower women from diverse backgrounds, enhancing their socio-economic status and creating opportunities for growth and success within the beauty industry.

Included in the curriculum is an introduction to TikTok and TikTok Shop, livestreaming essentials, and best practices in content creation. Participants will also have the opportunity to engage with TikTok creators and industry experts, gaining valuable insights and practical skills to enhance their entrepreneurial endeavours.

Yannick Raynaud, managing director at L’Oréal Philippines, said, “L’Oréal together with TikTok Shop Philippines recognises the transformative power of beauty in driving positive societal transformations. The expansion of L’Oréal Digital Beauty Academy in Makati and Quezon City, amongst the bustling cities in the Philippines, signifies a significant step towards a more inclusive future. By the end of the year, over 1800 Makati residents are set to gain access to fundamental beauty and digital commerce tools, aving the way for enhanced economic opportunities through beauty among Filipinos.”

Meanwhile, Paolo David, country head for brand growth and partnerships at TikTok, commented, “We are thrilled to partner with L’Oréal to bring the Digital Beauty Academy to life. This initiative perfectly aligns with TikTok’s mission to democratise access to digital platforms and provide opportunities for growth and empowerment. Through this program, we aim to equip participants with the skills and tools they need to thrive in the digital economy, while also supporting local communities and fostering inclusive growth.”

Singapore – L’Oréal has launched the Big Bang Beauty Tech Innovation Program in the South Asia Pacific, Middle East, and North Africa (SAPMENA) area, which includes Singapore. This open innovation challenge, a key initiative for the beauty industry, allows businesses to develop their discoveries in a commercial pilot and gain exposure to 35 SAPMENA regions. 

The competition highlights how crucial it is to collaborate on co-creation and co-development when it comes to beauty technology and marketing strategies. One or more of the following five challenge themes must be addressed by startups: tech for good, consumer experience, content, media, and new commerce. 

Since its 2020 premiere in China, the competition has spread throughout Asia, the Middle East, and North Africa (MENA) to take advantage of the thriving startup scene and substantial untapped consumer market in these regions. Just over ten years ago, this small space with only a few investors and firms had grown into a thriving hub that was experiencing a spike in transaction flow within the larger global startup ecosystem.

The Big Bang Beauty Tech Innovation Program’s regional open innovation competition seeks to identify, foster, and support innovative startups from South Asia Pacific, the Middle East, and North Africa, including the United Arab Emirates (UAE), Saudi Arabia, India, Singapore, Malaysia, Indonesia, Thailand, the Philippines, and Vietnam.

Startups that take part will have the opportunity to work on their beauty tech innovation pilot projects under one of five challenge themes: tech for good, consumer experience, content, media, and new commerce. The top three SAPMENA Grand Finale winners will receive a year-long mentorship program led by senior executives from L’Oréal and partner companies including Accenture, Google, and Meta, as well as a commercial pilot opportunity supported by L’Oréal.

The three regional online semi-finals in the GCC, India, and Southeast Asia will culminate in an in-person SAPMENA Grand Final. Up to 10 startup finalists from SAPMENA will compete for the top prizes on October 23, 2024, in Singapore. The judging panel will include senior executives from L’Oréal and its program partners. 

Speaking about the program, Vismay Sharma, president of L’Oréal SAPMENA Zone, said, “Asia and the Middle East are young, vibrant markets with a strong and dynamic startup ecosystem and opportunities for growth. Leveraging Beauty Tech, L’Oréal wants to uncover better and more novel ways of connecting with consumers and answering unmet needs through beauty innovations. We are on the lookout for unique solutions that leverage data and tech – we believe augmented tech, online platforms and digital services have great potential to elevate the consumer experience.”

Meanwhile, Chan Ih-Ming, executive vice president of Singapore’s Economic Development Board (EDB), stated, “L’Oréal’s decision to orchestrate the Big Bang Beauty Tech Innovation Program here reinforces the robust innovation ecosystem and digital capabilities that Singapore offers to corporates and start-ups in the consumer sector. We look forward to seeing promising entrepreneurs with innovative breakthroughs benefit from L’Oréal’s deep expertise and extensive networks.”

Bangkok, Thailand – L’Oreal Thailand has officially appointed McCann Worldgroup Thailand as its digital full-service agency, fully responsible for the creative, integrated marketing services and social media management of the L’Oreal Paris brand in Thailand.

McCann Worldgroup has an existing 27-year partnership with L’Oreal Groupe in Thailand. This extended agency collaboration with the L’Oreal Paris brand will further deepen the engagement between both parties, centered around growing digital, social media and influencer capabilities.

Timed to launch after the L’Oreal Paris “Worth It” Bangkok event, which took part last week, the first marketing campaign of this new collaboration will see a series of digital and social-first advertising campaigns and content across multiple product launches and pushes, providing robust support for L’Oreal Paris’ transformation to drive the worth of science, entertainment and advocacy.

Sukanya Kiravittaya, brand general manager at L’Oreal Paris for Thailand said, “We have been working with McCann Worldgroup as a business partner from the global level to the local level. With a high understanding of our brand’s image and core values, combined with the outstanding digital talent of McCann Worldgroup, we will make a good progress for the brand together.”

Meanwhile, Sukit Kittinuntakul, general manager at McCann Worldgroup Thailand said, “The extended collaborations will open opportunities in many ways. Not only to expand our contributions in digital, but also by strengthening our long-term partnership between our agency and L’Oreal Paris across services and a cast of talent who the client can trust to deliver the best quality of work.”

In Thailand, L’Oreal Paris aims to be the number one accessible luxury brand and establish its brand purpose ‘We’re worth it’ to drive female empowerment through pioneering beauty products and services. 

Bangkok, Thailand – Beauty brand L’Oreal Thailand has launched its newest UVD invisible serum, accompanied with a digital and OOH campaign by McCann Worldgroup Thailand agencies, McCann, MRM And CRAFT.

The OOH campaign is running from March to April in the Em District in Bangkok and across the BTS Skytrain, complementing an on-the-ground activation in the Em District, hosted by L’Oreal.

Additionally, there is also content for street pylons and additional digital videos for social media.

Talking about this campaign, Elvire D’Ussel, L’Oreal Paris skincare brand business leader for L’Oreal Thailand, said, “Together with McCann Worldgroup, we achieved the creation of the first full O+O campaign on L’Oreal Paris UV Defender Invisible Serum, setting new standards of activation with the first global and local beauty squad, the first OOH experience at the new premium shopping destination, Emsphere, and the first OOH 3D content among L’Oreal’s cosmetic brands.

We created locally relevant awareness and consideration content, bridging offline and online together. This campaign is as golden as our partnership with McCann Worldgroup, thank you for making this possible”, she added.

Meanwhile, Romain Lorilloux, regional creative director, L’Oreal, McCann Worldgroup Thailand, commented, “Through collaborations between McCann, CRAFT and MRM, L’Oreal Paris UV Defender’s digital activation campaign is an exciting yet challenging project, with great opportunity to prove our McCann Worldgroup network’s capabilities.”

“With our close partnership with the L’Oreal Paris team, we created the high quality assets and campaign within a critical timeline to generate the first-time ever experience across the consumers’ journey from O2O2O. It is our absolute pleasure to be part of this success”, he added.

Singapore – L’Oreal Travel Retail Asia Pacific and Alipay+ have entered into a partnership in a move to thoroughly understand consumer insights and purchasing behaviours across regions. L’Oréal Travel Retail Asia Pacific is the first beauty company to partner with Alipay+, a partnership that has started since 2020 in Hainan and Macau.

Through this partnership, the two entities have now expanded to reach over 100 million outbound Chinese travellers in global destinations, starting with great achievements during October Golden Week in Thailand and Dubai. 

The advanced digital solutions of Alipay+ technology, partnered with L’Oréal’s mega portfolio of brands in both online and offline touchpoints, connect global shoppers to traveler-centric brand experiences.

Moreover, the partnership aims to meet constantly evolving consumer preferences for seamless shopping while travelling and enriches the traveller experience with personalised beauty needs and offers for them.

Tao Zhang, managing director at L’Oréal Travel Retail Asia Pacific, said, “his collaboration between L’Oréal Travel Retail Asia Pacific and Alipay+ is a significant leap forward for the new Trinity between brands, retailers, and platforms. In an era where the travel retail landscape is undergoing transformative changes, we seek to captivate modern travelers by offering them a seamless shopping experience empowered by deep insights and digital technology; at the right place, right time.”

Meanwhile, Joyce Lui, chief marketing officer at L’Oréal Travel Retail Asia Pacific, commented, “Since the start of the collaboration, we have onboarded more than 10 brands with over 50 activations in just one year, scaling this to reach our global shoppers. For the first time, in-depth insights shared collectively by both parties can enable more precise and enjoyable end-to-end journey for travellers.”

Cherry Huang, general manager of Alipay+ Offline Merchant Services at Ant International, said, “Travelers today have greater expectations in the way they engage brands as they travel the world, particularly in the use of technology to enhance their experience. As we strengthen our partnership with L’Oréal Travel Retail Asia Pacific, not only can we offer immediate benefits of convenient payments and exclusive rewards, we are also looking to the future to further personalize the shopper experience, both online and offline.”

Singapore– L’Oréal has appointed new leaders to steer its strategic direction in the South Asia Pacific, Middle East, and North Africa (SAPMENA) Zone, which was established as a growth region in 2021. The company is making strategic moves to harness its potential in this dynamic market. 

Adrien Koskas was appointed as general manager of L’Oréal’s consumer products division (CPD) in the SAPMENA region on October 1, 2023. He will be in charge of driving CPD’s growth in the SAPMENA Zone, which includes 35 markets and targets young and populous demographics worldwide. 

In his new role, Koskas will report directly to Vismay Sharma, President of SAPMENA, who is based in Singapore.

Koskas has an 18-year career at L’Oréal Groupe, spanning global leadership and marketing roles in both mature and emerging markets. He has served as Garnier’s global brand president since 2019. Leading Green Beauty initiatives, and establishing the brand as a key player in L’Oréal’s sustainability efforts. He previously held senior business leadership positions in France, Brazil, and the United Kingdom, including General Manager of CPD for L’Oréal UK and Ireland. 

Speaking about his appointment, Koskas expressed, “I am thrilled to start my new role as CPD SAPMENA GM and excited to work with the talented and diverse teams in the region to create the future of beauty for all.”

He added, “With 3 billion people, SAPMENA is a highly strategic region full of opportunities and new ways to engage with young, digital and beauty savvy consumers who represent many cultures and beauty aspirations. It is also the perfect environment to embrace cutting-edge innovations in so many fields to deliver our high growth ambition.”

Manashi Guha’s recent appointment as managing director, CPD, for L’Oréal UK and Ireland shows the region’s global leadership. As a founding member of the SAPMENA Zone Management Committee, she was instrumental in defining CPD’s strategic mission within this burgeoning region, and harnessing its vast market potential as the source of 50% of the world’s new consumers.

During her tenure, SAPMENA has not only strengthened its global brands, but also improved L’Oréal’s market approach in the region, laying the groundwork for three years of better results. 

Talking about her appointment, Guha said, “It’s been an honor to lead an incredible team of passionate entrepreneurs in the set-up of SAPMENA. South Asia Pacific with the Middle East is leading the beauty revolution and consumer sophistication with diverse beauty ideals and a dynamic digital culture of on-demand, always-connected and hyper social; we can bring a lot to the rest of the world.” 

I hope to bring that learning into my new role. But more importantly, as an Asian Indian wo(mentor), I believe the world is our oyster – we create our reality by unapologetically being who we are. L’Oréal Groupe is an incredible place to create your own reality where I have been recognized and encouraged for bringing my true self to the table,” Guha added. 

Indonesia – With over 15 years of experience in digital media with stints at GroupM, Omnicom Group, and Publicis Groupe, Praveen Pandey is appointed to the role of principal partner for performance at Wavemaker Indonesia. This is a comeback for Pandey to the GroupM family, where in 2011, he was with MediaCom as its associate director.

Through his industry experience, Pandey has worked with numerous clients with a wide portfolio of brands like Unilever, Volkswagen Group, Bose, P&G, Tata Motors, Cipla, and Shell, amongst others. He has also worked with a few starts-up in the earlier part of his career.

In his new role at Wavemaker, he will be responsible for leading the performance media & e-commerce business for one of the leading beauty tech brands globally – L’Oréal. 

“In continuous effort to strengthen Wavemaker Indonesia, I’m happy to welcome Praveen Pandey. He will help in building stronger agency capabilities and [strengthen] operational excellence on performance media. The landscape is moving fast and every Ad-investment are expected to have better return over the time,” said Amir Suherlan, MD of Wavemaker Indonesia.

Pandey shares that he is excited to rejoin the GroupM family and Wavemaker for the Indonesia market. He remarked that GroupM’s culture has had a huge role in shaping him as an individual and in his success as a professional.

“I am excited to re-join GroupM family in Indonesia. My endeavour is to move the client’s business with the help of enablers like platforms, people and processes. That said, it will be a great learning experience for me at Wavemaker, as we know how the new normal of digital has significantly shifted, I am keen to unlearn and re-learn to keep pace,” said Pandey.

He adds, “In the age of AI, ML, and data-driven marketing solutions, digital marketing can redefine the grammar of marketing. I am privileged to join ‘positively provoked’ culture of GroupM’s Wavemaker.”

Wavemaker in Malaysia has also recently unveiled a roster of new senior leaders. Amongst others, the new appointments included the elevation of Sheley Lim, its former head of digital, to become its new GM.

Australia – Global beauty brand L’Oréal in Australia has joined marketing board Australian Influencer Marketing Council (AiMCO), to support transparency and best practices in influencer marketing.

AiMCO is an industry body that brings together the expertise of a diverse group of industry professionals, marketers, and content creators who are committed to elevating influencer marketing best practice, campaign measurement, and industry knowledge. Its members are the guiding force behind its mission, principles, and industry codes.

Through the partnership, the members of the beauty brand, namely Emma Williamson, director of customer and social media governance, and Jenna Adamson, corporate legal, will be joining the newly formed AiMCO Marketer Advisory Council as the first fast-moving consumer goods (FMCG) beauty brand.

According to AiMCO, this move by L’Oréal Australia proves the importance of influencer marketing, as large brands are now getting on board with the council whose members are drawn from influencer marketing tech, social media, and talent agencies, as well as legal specialists, along with influencers and content creators. 

Commenting on the partnership, Williamson said that they are thrilled to have the opportunity to collaborate with AiMCO and other leading Australian influencer marketing businesses to help shape the landscape in an ever-evolving marketplace.

“Influencer marketing is here to stay. We recognize it is a critical lever in how to engage new audiences, reconnect with our existing consumers, and tap into forms of content that drive consumer trial and purchase. As an ever-present component in our media mix, it’s crucial that we get influencer marketing right. Consumers are savvy and if we want them to trust our brands, we need to ensure that the influencers we work with share our values and are authentic and transparent,” said Williamson.

Meanwhile, AiMCO’s chairman Detch Singh shared, “We’re excited to welcome L’Oréal Australia as the first of many brands to be joining AiMCO as a member. Influencer marketing is core to the media mix and it’s natural for leading and innovative brands such as L’Oréal Australia to want to play a role in shaping its future. The newly formed AiMCO Marketer Advisory council will be essential in ensuring we are addressing the needs of brand marketers with our initiatives moving forward.”