Travel Retail Upgrade: L’Oréal, Burt’s Bees, CoverGirl, and more to feature in new Hudson shop concept

By Deanna Utroske contact

- Last updated on GMT

© Getty Images \ (damircudic)
© Getty Images \ (damircudic)

Related tags: Travel retail, retail

This month, the Dufry subsidiary announced plans for a new sort of travel retail shop that brings specialty brands and travel basics together in US airports, commuter hubs, and destinations.

Nashville International Airport will, before fall, be home to the first Evolve store concept. And there are plans for seven more to open soon at Dallas Love Field Airport, Las Vegas McCarran International Airport, etc.

“We’re witnessing the dynamic transformation of the retail space,” ​says Brian Quinn, Executive Vice President and Deputy CEO of Hudson, in a recent press release about the new travel retail concept. And, he explains, “we’re taking the opportunity to further leverage what makes [retail] successful: convenience and brand recognition.”

Quinn describes the transition from conventional Hudson retail shops where travelers find news, books, snacks, and souvenirs to the new Evolve shop concept: “The strategy we’ve executed over the years has positioned the Hudson brand as an iconic and trusted anchor of the airport experience for travelers and landlords alike.”

“Our new Evolve store will transform larger retail footprints, with the existing Hudson convenience model in mind, to curate a multi-brand concept that will allow Hudson to continuously innovate for the modern travel retail environment now and into the future.”

Travel retailer Hudson puts beauty brands in front of more consumers

Evolve travel retails shops aren’t just adding in beauty and personal care. They will include branded mini-shops that feature eyewear from the Sunglass Hut (Ray-Ban, Oakley, etc.), apparel such as socks from STANCE and Happy Socks and items from Bread & Boxers, electronics from Brookstone (Apple, Bang & Olufsen, Beats, Samsung, etc.), toys from LEGO, luggage from TUMI, and more.

In the cosmetics, personal care, and wellness categories, Evolve shops will feature brands like HoMedics, Hyperice, Burt’s Bees, The Art of Shaving, CoverGirl, Sally Hansen, and L’Oréal.

Falguni Desai, CEO and Managing Director of P&G’s brand The Art of Shaving, sees the shop-within-a-shop design of the new Evolve stores an opportunity to meet consumers where they are—or where they will be soon—as travel picks back up. “We are thrilled to partner with Hudson,”​ she says, “especially given the pent-up demand for travel that will be unleashed in the coming months.”

“The Art of Shaving prides itself in having a comprehensive, luxurious, and barber-endorsed lineup of skincare products that are made from fine botanical ingredients. Personal health and hygiene are more important now than ever and we know grooming plays a critical role in this self-care,” ​emphasizes Desai in the press release. 

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