USA. The Estée Lauder Companies has partnered with 3Sixty Duty Free to launch a flexible retail concept at Dallas Fort Worth International Airport.
The new multi-brand space features four of The Estée Lauder Companies’ brands: Becca, Too Faced, Bobbi Brown and Glam Glow. It is located near Gate 25 in Terminal D.
The new boutique offers four main product categories: ‘I Forgot’ or last minute necessities, destination, hydration and gifting.
The official ribbon-cutting ceremony held on 18 December was attended by key representatives from The Estée Lauder Companies, 3Sixty Duty Free and Dallas Fort Worth International Airport.
According to the company, the new travel retail beauty concept was designed based on millennial and Gen Z consumer insights. The store’s design is fluid and highly adaptable to support the changing needs of younger shoppers. Everything from the brands, products, merchandising, layout and signage can be easily adapted to fit consumer and industry trends, said the brand owner.
The new boutique offers four main product categories: ‘I Forgot’ or last minute necessities, destination, hydration and gifting. It also offers in-store features targeted towards young digitally savvy consumers.
Customers can interact with digital screens and share social media posts. They can also use hashtags and product reviews to discover new products. The digital screens also serve as an ‘interactive menu’ to display the brands available in store at any given time.
Gifting on-the-Go is the store’s main focus for the holiday season. To celebrate the opening, The Estée Lauder Companies has partnered with artist Donald Robertson to create original festive illustrations that are displayed in-store. Robertson was also responsible for designing Estée Lauder’s holiday campaign creative.
Some of the star products from the store’s holiday campaign are the ‘Glam Glow Super Mud,’ ‘Becca Pearl Glow Shimmering Eye Palette,’ ‘Too Faced Better than Sex Mascara,’ and ‘Bobbi Brown Crushed Lipstick.’
The Glam Glow Super Mud is a clarifying mask enhanced with activated charcoal and six exfoliating acids; while the Becca Pearl Glow Shimmering Eye Palette is a limited-edition palette that offers three new finishes: Pearlescent, Luminous and Matte.
Too Faced Better than Sex Mascara is one of the brand’s best-selling products and offers an intense black volumizing formula; while Bobbi Brown’s Crushed Lipstick is loaded with crushed pigments and offers a lightweight balmy texture.
In addition, customers who spend over US$49 also receive a limited-edition Donald Robertson autographed makeup pouch. This exclusive gift with purchase is only available at the concept store in Dallas Fort Worth International Airport.
