FRANCE. L’Oréal Travel Retail EMEAI has revealed new beauty technology, services and experiences for 17 group brands across 2,500sq m of space at Samaritaine Paris Pont-Neuf by DFS in Paris.

As reported, the landmark store spans over 20,000sq m across seven levels and multiple buildings. Combining retail, culture, cuisine and relaxation, it features over 600 brands, 12 restaurants, a boutique spa, an artistic collective, a lifestyle boutique dedicated to locally made and exclusive products, and the largest beauty hall in Europe. [The Moodie Davitt Report will publish a special celebratory eZine on the project soon; see below.]

L’Oréal Travel Retail EMEAI Managing Director Gianguido Bianco said: “This new consumer-centric, beauty space provides ‘Beauty for All Travellers’ through a diversified and strong portfolio of L’Oréal brands, unique retail expressions, and tailored, connected experiences enhanced by beauty tech. It is quite literally the best that L’Oréal has to offer in Travel Retail EMEAI.”

Immersive and experiential: Lancôme features its Parisian Apartment concept, YSL carries a layout inspired by its runway heritage while Armani reveals its latest boutique design at the spectacular DFS store

Lancôme, Yves Saint Laurent, Armani and L’Oréal Paris have introduced their latest beauty tech innovations at the store. These include virtual mirrors, equipped with ModiFace technology (an augmented reality and artificial intelligence tool applied to beauty) allowing customers to discover and virtually try on products.

L’Oréal brands also offer a tailormade, branded experience in both technology and retail design.

Lancôme uses its Parisian Apartment concept, as well as Shade Finder technology to help consumers identify their match of Teint Idôle Ultra Wear foundation.

Giorgio Armani, with its boutique oval design, Crema Nera skincare expression, and engraving machine, affords “a distinct brand experience” to each customer, said the company.

YSL, with a layout inspired by its runway heritage, introduces a ‘Make It Yours’ station, personalised engraving and a Rate & Review service helping customers discover the new skincare offer.

L’Oréal Paris introduces a shop-in-shop concept that houses travel retail exclusives made for La Samaritaine

L’Oréal Paris has added a shop-in-shop concept housing travel retail exclusives made especially for La Samaritaine along with the opportunity to personalise purchases through an engraving machine and a dedicated wrapping station.

Mugler, Biotherm, SkinCeuticals and Helena Rubinstein: The latest skincare diagnostics tools presented in stunning branded environments

Helena Rubinstein, SkinCeuticals, Biotherm and Kiehl’s all offer a range of skincare diagnostics thanks to branded tools that assist shoppers to find their ideal routine: Helena Rubinstein with its first Biometric Skin Analysis mirror in Travel Retail Europe, SkinCeuticals with its Skinscope and Biotherm with its Miracle Key tool. At Kiehl’s customers can transfer the Kiehl’s Loves Paris design onto their products with a label customising machine.

Customers can discover Mugler fragrances using the latest RFID technology, lifting the fragrance tester and discovering it on the screen. Vichy and La Roche-Posay, as dermatology specialists, benefit from a pharmacist to advise customers.

Personalisation and customisation are key themes of the L’Oréal branded areas; shoppers are offered the chance to transfer Kiehl’s Loves Paris design onto their products with a label customising machine (left), while (right) the Lancôme ShadeFinder helps consumers identify their favourite Teint Idôle Ultra Wear foundation. Below, dermatology brand Vichy, like La Roche-Posay, employs a pharmacist to guide customers. 

L’Oréal Travel Retail EMEAI General Manager DFS Antny Rankin said: “A space such as La Samaritaine demands a level of innovation and services that is second to none to deliver unique beauty experiences to both domestic and international customers. As an industry leader in beauty tech our brand spaces showcase the newest developments in virtual try-on technology, shade finding tools and skincare diagnostics all brought to life by the dedicated beauty consultants on counter.”

Special celebratory eZine

Look out for our special edition of The Moodie Davitt Spotlight Series eZine dedicated to Samaritaine Paris Pont-Neuf by DFS publishing soon, including an exclusive interview with Benjamin Vuchot. For details contact Martin Moodie at