Key takeawaysL’Oréal is overhauling its travel retail strategy to focus on emotional, immersive experiences rather than transactional sales. Gen Z travellers, expected to make up 30% of global travellers by 2028, are driving demand for experiential retail. A new era for travel retail: from transactional to experientialAt the TFWA show in Cannes this week, the company’s current President of Travel Retail, Emmanuel Goulin, introduced his successor Eva Yu. According to Yu, travel retail remains strategic for the group but has needed a whole new approach. As such, the company has reinvented its travel retail offering to make it less transactional and more emotional and experiential — turning the airport into a place people can escape and be entertained.