L’Oréal continues to bet on travel retail with new LATAM Lancôme flagship

By Deanna Utroske

- Last updated on GMT

© Getty Images \ (den-belitsky)
© Getty Images \ (den-belitsky)

Related tags virtual try-on tech Travel retail L'oréal Brazil LATAM

Late last month, the multinational beauty makers opened the largest Lancôme shop in all of South America at São Paulo International Airport.

On January 31, 2021, L’Oréal opened a Lancôme flagship shop in the international departures section of Terminal 3 of São Paulo International Airport (GRU). “The brand’s new flagship embraces the values of the brand – joy, happiness, and generosity –and offers a personalized, unique, and immersive retail experience,” ​announces a recent media release about the new travel retail shop.

COVID-19 isn’t stopping L’Oréal from expanding travel retail footprint

 In August of 2020, L’Oréal debuted a beauty retail concept shop in New York City’s LaGuardia Airport. The project had been in the works for nearly 5 years, when the Beauty Hub opened for business.

But the pandemic didn’t stop the company from following through on its next-gen travel retail concept: “This breakthrough and disruptive retail concept aims at providing the American frequent-traveler with truly memorable and convenient experiences,” ​said Yannick Raynaud, L’Oreal Travel Retail Americas Managing Director, in her comments to the press.

And, she described the LGA L’Oreal Beauty Hub 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 LGA shop was created in partnership with Marshall Retail Group and features virtual product try-on technology from ModiFace.

The beauty maker’s Lancôme flagship in Brazil was developed with Dufry and also AI-powered beauty tech tools that let consumers try product on virtually.

Lancôme brings beauty tech to new travel retail shop in Brazil airport

“Customers’ behaviors having evolved since the beginning of the sanitary crisis,” ​states the recent media release announcing Lancôme’s new flagship, modestly touching on the impact of COIVD-19 on beauty retail and travel.

And, “In-store beauty-tech innovations enable…a more flexible, digitalized, and personalized alternative to testing experience,” ​explains the release.

Lancôme flagship Sao Paulo Ial Airport_OY2C9042

The new store has the technology in place to let consumers try on the full Lancôme makeup collection virtually. There is also on-site engraving available for select products as well as a gift-wrapping station.

Products are available individually as well as in travel-retail bundles. And the store promised “personalized retailainment.”

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