L’Oréal Travel Retail brand Kérastase, in partnership with Phoenicia Aer Rianta Company (PAC), has opened a store at Beirut Duty Free in Beirut Rafic Hariri International Airport.

The brand’s first stand-alone store at a Middle Eastern airport, which opened on 15 March, measures 28sq m and is located after passport control.

Kérastase makes its stand-alone store debut in a Middle Eastern airport

L’Oréal said the Beirut Kérastase space is designed to highlight the brand’s professional expertise through a premium retail expression. It showcases a selection of Kérastase’s best-selling products, including the new Aura Botanica range and three-step hair beauty rituals, and travel retail exclusives.

A Kérastase hairdresser at the store offers a hair and scalp diagnosis with a hair and scalp profiler.

The brand’s professional expertise is showcased through a premium retail expression, L’Oréal said

PAC Management said: We are highlighting on social media that we are the first to launch a Kérastase free-standing store in a Middle Eastern airport. The brand is creating a very good vibe in the airport – customers are impressed by the size of the corner and the extent of the products on offer. The team is highly motivated and totally dedicated to the brand – it feels like they really belong to the brand. Now everyone is eager to fly to be able to buy Kérastase.”

Travel retail-exclusive products and the new Aura Botanica range are available at the Beirut store

L’Oréal Travel Retail said the opening marks a strategic new step for Kérastase in the Middle East as it looks to “seduce Gulf Cooperation Council travellers”. The company added that early results are very promising.