Lancôme unveils pioneering partnership with Monopoly and creates a journey of discovery in Kansai

Shoppertainment is the word as L’Oréal Travel Retail rolls out a pioneering cross-category partnership with famed board game Monopoly and invites travellers on a unique kind of journey with Lancôme at Kansai International Airport.

May 9, 2025 - 01:26

Lancôme unveils pioneering partnership with Monopoly and creates a journey of discovery in Kansai

Lancôme’s Kansai International Airport animation and the pioneering cross-category Monopoly partnership underscore L’Oréal Travel Retail’s ambition to create experience-driven retail through a focus on shoppertainment

L’Oréal Travel Retail has launched a limited-edition collaborative gift set to mark the 90th anniversaries of Lancôme and popular board game Monopoly.

The MONOPOLY: Lancôme 90th Anniversary Edition represents the first cross-category partnership of its kind for L’Oréal Group in travel retail.

The bespoke Monopoly board game features travel-inspired elements, including airport landmarks and themed tokens.

It is available only to Lancôme Absolue VIP customers.

A total of 10,000 units have been produced for the limited release. Lancôme Absolue VIP consumers receive the set upon purchasing a specified amount, which should include the new Absolue Longevity The Soft Cream, across the top 25 Lancôme travel retail counters in Asia Pacific.

**Do pass Go: L’Oréal Travel Retail is commemorating a dual brand milestone through a pioneering collaboration with the famed board game**

The initiative reflects a broader strategic focus by L’Oréal Travel Retail to deliver memorable shoppertainment experiences. According to L’Oréal, 47% of travellers now prioritise immersive and memorable engagements during their journeys.

Taking a journey of discovery in Osaka

In parallel, Lancôme has introduced an exclusive Absolue Longevity pop-up at Kansai International Airport in Osaka, Japan.

The activation coincides with the launch of the Absolue Longevity line and the Osaka World Expo (13 April to 13 October). It was also in place for the region’s peak cherry blossom travel season in April.

**Travellers are invited to discover Lancôme’s new Absolue Longevity The Soft Cream through a sensorial hand massage**

**Luxury meets local artistry with exclusive *Mizuhiki* wrapping and Lancôme key charms at the Kansai animation**

Located in Terminal 1 near the KIX Duty Free Store, the Absolue Longevity Travel Clinic pop-up offers travellers a guided hand massage experience.

The focus is on Absolue Longevity The Soft Cream, which incorporates Absolue PDRN, a topical formulation inspired by biomedical regenerative procedures.

Travellers are offered a commemorative postcard featuring three exclusive Lancôme x Osaka designs. Travellers collect two in-store stamp designs, inspired by Japan’s stamp rally tradition whereby consumers visit different locations in order to collect stamps, often sharing a common theme. Once you find a rally flyer or booklet, then you are ready to start your journey.

Additionally, the experience includes Osaka-exclusive offerings such as Mizuhiki gift wrapping and collectible key charm sets.