The brand is launching Glam Up and Away airport kiosks containing its 30 best-selling stockkeeping units — including They’re Real mascara, Porefessional pore minimizing primer and travel kits — with the first kiosk set to launch today at Austin-Bergstrom International Airport in Austin, Tex. By yearend, 24 additional kiosks are set for launch, including New York City’s John F. Kennedy International Airport and McCarran International Airport in Las Vegas.
“Airports used to be these doom-and-gloom places — now I view them as the new shopping mall,” said Julie Bell, executive vice president of global marketing for Benefit. “Once the TSA [Transportation Security Administration] changed the rules, people started having to arrive at the airport much earlier, and they’re looking for ways to shop and have fun.”
Benefit teamed with ZoomSystems — a leading automated retail company that has devised similar systems for companies such as electronics retailer Best Buy, and which provides the technology and infrastructure — to implement the self-service kiosks, which resemble vintage pink beauty buses. In true Benefit style, the kiosks also feature images of the company’s mannequins and cheeky slogans. Travelers can also browse beauty tips and tricks on the kiosk’s touchscreen graphic user interface. “This is a small-format store that delivers product and delivers a brand message in real-time in great, high-traffic locations,” said Jack Lawrence, president and chief executive officer of ZoomSystems, calling the kiosks a hybrid of boutique and online shopping — while the product is delivered in real time, the user can also have a net-type experience with the digital interface.
Shannon Clemence, vice president of global creative services for Benefit, noted that food trucks were the primary inspiration for the kiosks. “Rather than a storefront, we wanted our kiosks to have the movement of going somewhere, and it evolved from there,” said Clemence. “It’s like a big pink beacon in the airport.”
The primary goal of the kiosk project is to “explode our DNA and raise brand awareness,” said Bell. “We’re viewing this as a test, and hoping to expand it domestically and internationally starting in 2014,” said Bell. Benefit’s global business is split equally between the Americas, Asia and Europe, she noted.
For her part, Bell thinks lip glosses will be hot sellers in the kiosks. “In department stores the color assortment can be overwhelming; here it’s easier to make a decision because the assortment is more limited,” said Bell.
Executives declined comment on projected sales, but industry sources estimated the kiosks could do between $3 million and $5 million in retail sales in their first year of operation.
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
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For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews