OMAN. Muscat Duty Free marked World Lipstick Day on 29 July with an in-store campaign that highlighted the retailer’s cosmetics range. Sales in the category surged +30% higher than the daily average as a result of the event.
Muscat Duty Free opened its new stores in March at Muscat Airport’s new terminal, as reported, with a much enhanced beauty offer.
Muscat Duty Free said its sales team engaged with customers, helping them to choose from a variety of lipstick colours and products. Lip demonstrations helped to create “a fun, theatrical and engaging atmosphere throughout the day,” it added.
Promotional sites were allocated to key brand partners, among them Benefit Cosmetics, Guerlain, MAC, Clarins and Shiseido. Make-up artists conducted on-counter demos and make-up tutorials. The participating brands ran special promotions on the day including gifts with purchase and up to -50% off selected lipstick ranges.
Muscat Duty Free also involved social media influencers, who attended the event on the day. The influencers, who have a combined following of over 1 million people on Instagram, live blogged the event and took part in some of the live tutorials.
Muscat Duty Free General Manager Martin Mullen said: “We were delighted to host such an event in the new Muscat Duty Free shop. Since we opened in March we have added a number of airport-exclusive brands, which are not available in the downtown market here in Oman, including Benefit Cosmetics, Urban Decay and Smashbox. Today was a fantastic opportunity to showcase these brands to our passengers and our followers on social media.”
Mullen added: “The day has been a fantastic success with our average daily sales on cosmetics increasing by over +30%”.
