IRELAND. Aer Rianta International (ARI) has today officially revealed a new and transformative perfumes and cosmetics offer at The Loop Beauty Hall at Terminal 2 of Dublin Airport, Ireland’s premier gateway. The soft opening took place in August.
The 944sq m hall – now Ireland’s largest beauty destination – features close to 90 brands of which at least 30 are new across the fragrance, skincare, makeup and haircare categories. The T2 Beauty Hall – accessible to Irish and international passengers – has doubled in size since 2018 when works first began on the project, according to ARI.
The company– a subsidiary of Ireland’s state-owned DAA, which runs Dublin Airport – describes the space as “one of the finest travel retail experiences in the world”. The state-of-the-art redevelopment also includes a separate confectionery area (see panel).
ARI has retained a traditional open-plan layout of the retail space. This has been complemented by a contemporary design using dark ceilings and light floors in parts to create a premium and comfortable beauty environment to attract potential travelling shoppers.
“After two years of extensive works and significant investment, we are delighted to showcase one of the best examples of travel retail globally,” said ARI Chief Executive Officer Ray Hernan today. “Our primary objective was to create a compelling, immersive and unique brand experience for T2 passengers before they embark on their onward journey. This has included the introduction of over 30 new brands to T2 as well as several new luxury names such as Byredo, Hourglass, Memo, Nars, and an Irish exclusive – a bespoke Maison Christian Dior.
“Within the open-plan layout, we have also introduced designated speciality areas – a first in our estate – which will allow us to showcase and trial more niche brands and continue to grow our portfolio. We look forward to continuing to lead the way in travel retail worldwide.”
The international operator – whose global turnover (excluding its Irish operations) was US$1.1 billion last year – has been on a multi-million Euro refurbishment drive with the most significant investment going into T2 at Dublin Airport, and also Larnaca Airport in Cyprus.
Going beyond travel retail
During the planning stages of The Loop redevelopment at T2, ARI went beyond the travel retail environment in search of broader consumer behaviour patterns and market trends. The intention was to build a better picture of the modern consumer in order to understand their changing needs.
Championing Irish confectionery Confectionery has also been boosted in The Loop retail area of Terminal 2 where a new-look space now promotes luxury and artisan chocolates from both Ireland and abroad. The new Chocolatier Collection celebrates the finest Irish makers including Butlers, Lír, Lily O’Briens, Skellig’s Chocolate and The Chocolate Garden, as well as Belgian producers Guylian and Leonidas. Favourites such as Kinder and Toblerone are also present, as are Irish brands such as Mileeven Honey and The Lismore Food Company (biscuits and snacks). |
The results of the analysis enabled ARI’s buying team to move into high gear and ensure the latest beauty trends were represented at the store. This has resulted in a number of exclusives such as Ireland’s first Maison Christian Dior boutique plus the appearance of luxury fragrance houses Le Labo and Byredo.
ARI also claims that the T2 Beauty Hall is the first travel retail location to list haircare brand Living Proof and luxury beauty house Hourglass Cosmetics. ARI’s Retail Director for Ireland Paul Neeson told The Moodie Davitt Report: “We’ve doubled the space and brought new brands to the country. I’ve worked in travel retail for 20 years and it’s rare that you can say ‘we have the best beauty space in the country’.”
ARI Global Head of Beauty Deirdre Devaney added: “Thirty new brands out of almost 90 – that’s a huge change and commitment. It’s a calculated risk but we’re not afraid to launch something that hasn’t been launched [in travel retail] before.”
On the technology side, digital try-on tools and shade-matching technology is available at makeup counters; skincare consultations are offered by Clarins, La Mer and Clinique; Estée Lauder and Mac have an engraving service; while Le Labo also offers fragrance personalisation.
Attracting the ‘conscious’ consumer
Another area where buyers looked hard and deep was environmental and sustainable credentials. With growing consumer demand for cruelty-free and vegan-friendly beauty, the team has actively sourced brands and products that fit green criteria such as sustainable production. This has led to the introduction of brands such as bareMinerals, Too Faced and REN, as well as vegan-friendly products from Hourglass Cosmetics and Pestle & Mortar.
At the official opening today, lucky passengers travelling through T2 were treated to a host of goody bags, treats and exclusive beauty experiences. These included live body painting demos by Mac artists; a special calligraphy event hosted by Jo Malone London; and a miniature Kiss Kiss lipstick with the purchase of two Guerlain products (one to be skincare) and an exclusive Mon Guerlain charm for every Guerlain customer.
Additionally, throughout October shoppers have been availing themselves of Chanel’s Signature Lip Service, designed to help them find their perfect shade; a free travel-size ‘Caution Mascara’ by Hourglass Cosmetics with every €60 spent; and a complimentary skincare consultation from La Mer with every purchase.
In collaboration with Globuy
|
As a lead partner of The Moodie Davitt Report, this story will also appear in coming days in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税],
