All The World's A Stage
As travel-retail beauty environments become increasingly dynamic, Chloe Gold takes a look at how major brands are embracing an element of theatre as part of their marketing approaches
RAPID developments in airports across the globe are offering much to the modern traveller and most notably in the world of beauty and skincare. The realm of cosmetics is constantly innovating to offer its customers new and unique experiences exclusive to travel-retail. Today, travel-retail beauty environments offer some of the most dynamic and animated spaces as leading suppliers are bringing their retail spaces to life by inviting travellers to join in the ‘theatre’ of this thriving category.
Lancôme Travel Retail’s recent announcement of its plan to take on board Czech-born make-up expert Petr Blecha for an extensive tour around different travel-retail destinations – exclusively in Europe, the Middle-East and Africa – exemplifies this. Blecha’s role will involve animating events on podiums and sharing his make-up secrets with travellers and VIP guests alike. Blecha’s extensive accolade of experience as a make-up artist includes work with various prestigious luxury brands and some of
the most renowned companies in theatre, opera and television.
Commenting on Blecha’s animation of World Duty Free points of sale in Heathrow airport and Shop Intra in Spata, Greece, a spokesperson for Lancôme Travel Retail reveals: “He will share his ‘flash make-up’ techniques to a travelling clientele. In association with Aer Rianta Dublin, Petr will animate the airport’s Lancôme make-up corner on every first Friday of the month throughout 2008. He will also be in charge of organising training and coaching sessions for our TCs and Lancôme Beauty Advisors.”
Blecha will be given his very own Colour Design Studio space, where he will offer his expert advice and make-up techniques to passengers in Amsterdam as part of a L’Absolu Rouge animation, and to
VIP guests at the opening of the new skincare space at Travel Value Duty Free in Munich Airport. Another key player in the world of cosmetics and skincare that is innovating with regard to its retail environment is Estée Lauder.
“Retailers and suppliers are partnering to add an element of theatre and train specialised staff in order to recruit more people in store,” reveals Virginie Descamps, vice president, Estée Lauder & Tom Ford Beauty, Travel Retailing Worldwide. “We added permanent make-up artists in key doors so that they can animate daily events at the counter or organise larger events. We fly in artists from other affiliates to our doors to run mega events, such as artists from Japan to our DFS Waikiki counter once a year. Themed events across multiple categories are popular, such as the Bronze Goddess event in May in Heathrow T5 linking fragrance, make-up and sun care. Customers want to be engaged and get expert advice.”
Descamps explains that travel retailing stores have been renovating their designs and branded installations much more frequently than before. “It allows for new concepts to be tried out, such
as men’s corners and nail bars,” says Descamps. “Space for impactful visuals and eye-catching plasma screens are becoming prominent and better lighting is key. Consultation spaces are multiplying to allow customers to test skincare and make-up items more comfortably.”
However, Descamps stresses the importance of getting the right balance when it comes to creating the
most effective environment. “Events and promotions should never be too gimmicky,” she warns. “The message needs to be clear, the collateral non-intrusive, the staff well-trained and the theme relevant to the travellers and to the brand or product featured.”
Estée Lauder is developing more tools, training programmes, store design and merchandising elements to help consumers navigate the selfserve environment on their own, and to pamper them
when beauty advisors meet them at the counter or organise a promotion. The company’s Special Events and Education programmes and ‘Signature Services’ will mean that its beauty advisors can offer consultations at the counter as well as manage more complex events. “Making the best use of scarce time and helping the consumer relax are our priorities at Estée Lauder Travel Retailing,” says Descamps.
Estée Lauder has also upgraded its installations with more luxurious designs and materials to reinforce
its prestige positioning – it has added skincare bars to many doors and ReNutriv bars for its luxury
collection in most flagship doors.
“Beauty and skincare departments need to look clean, organised, easy to shop but exciting and upscale.
Skincare bars allow for browsing the whole line and testing multiple products quickly. In make-up, colour bars are used for testing, touchups or special events. To improve the service experience, we designed TR-exclusive floor units for versatile uses and quick updating every time new products launch.”
Descamps concludes: “We focus on service excellence with every consultation and we believe that’s what makes a difference in the shopping experience. In downtown locations where customers have more time, we focused on the ReNutriv Luxury Collection to create corners or lounges where privacy and personalised service is key. We do not necessarily need to add more theatre everywhere and everyday. Travellers need to feel that we are helping them make the best purchasing decision in a pleasant environment in the little time they usually have.”
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