L'Occitane targets travel consumers

The increased need for these products has encouraged the airport to introduce new systems and stores, such as L'Occitane, dedicated to supplying consumer demand and to capitalize on the need for ease and convenience when shopping whilst traveling this holiday period.

Brian Murnahan, a spokesperson for DFW told CosmeticsDesign 'As a result of the survey the need for these types of products has been supported by adding L'Occtaine.'

L'Occitane, based in France, is targeting the lucrative retail airport industry with the new opening. Many companies, such as Estee Lauder, suggest that a large percentage of sales revenue is made through airport purchases with the recent survey suggesting that DFW passengers are likely to spend more in health and beauty products than the national average.

French company L'Occitane, which is present all over Europe and the US and has been operating for approximately 30 years, will stay with its traditional provincial scents and textures in the new store, with products featuring influences of lavender, honey, neroli flowers and organic verbena.

The bath and skincare products sold will also be labeled in brail in order to help the visually impaired have a more informed shopping experience.

The store is opened at an uncertain period for cosmetic manufacturers retailing in airports, due to the recent terror threats in August calling for tighter hand luggage restrictions. However, Murnahan is positive about the outcome for the store.

'Sales have begun to show positive results and are anticipated to continue to increase, especially as we approach the holiday sales season. With the hand luggage restrictions being relaxed customers are once again able to buy these types of products in the secure areas of the terminals,'​ Murnahan said.

The store at an exciting time for the airport with regard to innovative retailing systems, having just announced the launch of a new product dispensing system, manufactured by Zoom Systems.

The dispensing system is a way to retail and dispense numerous cosmetic products during and after store opening hours, without having to go in-store and spend long periods of time queuing. Neutrogena and Proactiv Facial Care are the first personal care manufacturers to sell their products through new the system. L'Occitane products are not presently available through the system.