L’Oréal Travel Retail Americas and Marshall Retail Group unveil The Beauty Hub – New York

The Beauty Hub – New York is located inside The Bowery Bay Shops in the Arrivals and Departure Halls of New York LaGuardia Airport Terminal B

US. L’Oréal Travel Retail Americas has teamed up with WHSmith division Marshall Retail Group to open a state-of-the-art beauty hub in the Arrivals and Departure Halls of New York LaGuardia Airport Terminal B.

The Beauty Hub — New York is located inside The Bowery Bay Shops and officially opened on 31 August.

The Beauty Hub – New York leverages the breadth of L’Oréal’s brand portfolio to offer a cross-category selection of brands with the needs of the American frequent domestic traveller in mind.

Some of the brands included are Kiehl’s, Lancôme, Armani Beauty, Yves Saint Laurent, Valentino Beauty, IT Cosmetics and Urban Decay.

Customers can also find products from L’Oréal Paris, Maybelline New York and La Roche-Posay.

A best-in-class digital experience: The store offers interactive LED screens and AR elements to enhance the shopping experience

Enhanced by L’Oréal’s latest retail innovations, The Beauty Hub — New York combines physical and digital elements. The store features two large LED screens which showcase L’Oréal’s brand portfolio, as well as a transparent LED screen which encourages product customisation. It also features a number of modular gondolas housing travel retail-exclusives and best-selling products in skincare, makeup, fragrance in addition to a strategic selection of Grab-and-Go products.

The Beauty Hub — New York also features L’Oréal’s newly-launched ModiFace augmented reality technology. ModiFace allows travellers to virtually try on a wide range of products and even receive personalised skin consultations.

The phygital retail space was developed in partnership with digital design and creative agencies Fitch, We An Idea and Conex. The agencies designed the store using three key principles: innovation, attractiveness and sustainability.

Each of the codes is reflected in the store’s functional yet contemporary design. This includes the modern stainless steel structure, which pays homage to New York’s high-rises, and the translucent LED-screens which forego the use of print campaign materials.

The sleek and stylish retail space was designed in collaboration with creative digital design agencies Fitch, We An Idea and Conex and pays homage to New York’s distinctive architecture

“This breakthrough and disruptive retail concept aims at providing the American frequent-traveller with truly memorable and convenient experiences,” said L’Oréal Travel Retail Americas Managing Director Yannick Raynaud. “A curated traveller-centric offer, fully digitalised, ever-changing and adapting, so convenient and yet so exciting with bespoke on-the-fly services.

“Only L’Oréal Beauty Tech’s capabilities & experience — and its unique and rich portfolio of brands — could welcome all the diversity of travellers going thru LaGuardia.”

Marshall Retail Group Chief Operating Officer David Charles added, “Marshall Retail Group is continuously seeking new ways to evolve the retail model and bring freshness into the airport, and we’re thrilled to partner with L’Oréal Travel Retail Americas for the innovative beauty travel retail concept they’re offering passengers.

“The opening of the Beauty Hub – New York inside The Bowery Bay Shops expands retail possibilities and will provide visitors with yet another incredible shopping experience as they travel through LaGuardia Airport Terminal B.”

The Beauty Hub – New York brings freshness and innovation to the retail offer at New York LaGuardia Airport
It was designed with modular gondolas which feature a rotating array of L’Oréal brands and exclusives

Click here for our earlier coverage of MRG openings at New York LaGuardia and here for an interview with LaGuardia Airport Partners/Vantage Airport Group Chair George Casey in our June edition of The Magazine (page 72).

Food & Beverage The Magazine eZine