CANNES, France — In the travel-retail channel, concepts high in creativity and in service are key.
Beauté Prestige International, Shiseido’s fragrance division, held a well-received scented ribbon campaign this past May and June outside the point of sale in Dubai’s airport for the launch of Elie Saab Le Parfum Eau de Parfum Intense.
“It sold around 270 pieces a day,” said Delphine Pellerin, operational marketing brand manager for travel retail at BPI.
A strategic part of the beauty business at DFS is its Beauty Concierge service, providing personalized premium beauty treatments by the likes of makeup artists and skin-care experts, which the company has implemented in its Gallerias, according to Harold Brooks, president of global merchandising at the company.
“The days of just putting a product out on a floor have really stopped,” he said. “Today, it’s a question about how do we design space, location and add energy, excitement and entertainment.”
To wit, DFS will be implementing its Master series in the beauty segment that involves exclusive products and an off-site event to which its high net worth customers are invited. In spring, one on fragrances will be staged in Abu Dhabi.
World Duty Free plans to open freestanding stores selling beauty in the duty-paid area of some American airports, according to Antonin Carreau, its global head of beauty. The airport operator is also expanding its menu of free services, including for nails, which helps increase the average spend per basket, he said.
“The conversion with a service is over 80 percent,” he explained. “Most of the consumers are buying.”
La Prairie Group hopes to roll out two or three boutiques in more airports by mid-2014 similar to the one it opened in Zurich in summer 2012, said Patrick Rasquinet, the company’s president.
La Prairie has recently opened in travel retail in Bali and plans to launch in Toronto early next year.
“We still have some white spots, fortunately,” said Rasquinet.
He said another aim is for La Prairie to increase the level of service at its travel-retail counters, including small facial treatments, hand massage and makeup touch-ups.
It plans to ramp up its promotional activity, especially around the launch of Ice Crystal skin care early next year.
To help trade up transactions, Guerlain has introduced in certain airports in France and Asia some fragrance collections generally reserved to its own stores in the local market, according to Thierry Dugny, the brand’s international marketing director.
Coty is working on a project — whose details weren’t divulged — that’s meant to bring entertainment and service to the fragrance category in order to make it easy to shop, explained Philippe Margueritte, vice president of global travel retail and Latam at the company.
Among the creative projects Puig has on deck is a tie-in between Nina Ricci and Ladurée — involving especially created macaroons, a fragrance and candle — that’s due out in both the domestic and travel-retail markets in February, said Lyndea Dew, global travel retail marketing director at the company.
For the Carolina Herrera brand, Puig has dreamed up a photo booth. Given items to dress up with such as masks, time-strapped travelers can have their pictures taken and don’t have to wait more than a few seconds for prints to pop out.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over the top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty