L’Oréal sets new standard for travel retail with shop at LGA

By Deanna Utroske

- Last updated on GMT

photos courtesy of L’Oréal
photos courtesy of L’Oréal

Related tags Travel retail L'oréal virtual try-on tech AR AI

At the end of August, the multinational beauty maker opened the Beauty Hub at the new LaGuardia Airport Terminal B Arrivals and Departures Hall in New York City.

An updated LGA has been in the planning and construction phases since 2015. And just this past June, LaGuardia opened the new Terminal B Arrivals and Departures Hall. And this is where L’Oréal is placing its bet on the return of travel retail.

The industry at large isn’t as optimistic. Earlier this month of Jean Mader, CEO and Chairman of multinational fragrance maker Inter Parfums, remarked that, “There has been no material change in our travel retail business…it is unlikely that the duty free segment will make a comeback anytime soon​.”

L’Oréal opens new Beauty Hub concept shop at New York City airport

“Only L’Oréal Beauty Tech capabilities and experience, and its unique and rich portfolio of brands could welcome all the diversity of travelers going thru LaGuardia,” ​Yannick Raynaud, L’Oréal Travel Retail Americas Managing Director, in her remarks to the press upon the opening of the Beauty Hub at LGA.

“This breakthrough and disruptive retail concept aims at providing the American frequent-traveler with truly memorable and convenient experiences,”​ she says, describing the new multi-brand shop as “a curated traveler-centric offer, fully digitalized, ever-changing and adapting, so convenient and yet so exciting with bespoke on-the fly- services.”

The Marshall Retail Group (MRG), which operates specialty retail in some 46 airports across the US as well as in casinos and resorts, teamed up with L’Oréal on the new Beauty Hub.

“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,”​ says David Charles, Chief Operating Officer at MRG, in a recent media release.

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

The new L’Oréal travel retail concept includes virtual try-on tech from ModiFace

PHOTO-2020-09-11-10-45-52 (7)

L’Oréal acquired the AR beauty apps company ModiFace in 2018.​ And the virtual beauty try-on technology has been a part of the beauty maker’s retail strategy both online and off line ever since: just about one year ago, for instance, L’Oréal Canada brought the AR and AI tech into Shoppers Drug Mart​, making it possible for consumers to test makeup digitally.

Now in the midst of the Coronavirus pandemic, when hands-free and sanitary sampling are paramount, L’Oréal has equipped the new Beauty Hub at LGA with ModiFace technology as well.

“Thanks to L’Oréal’s ModiFace AI-powered virtual experience technology, travelers will be able to conveniently try-on make-up products and receive a tailor-made skin diagnostic,” ​explains the media release.

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