USA. Global travel retailer DFS Group has unveiled the first NYX Professional Makeup store in the airport channel – at New York John F. Kennedy International Airport Terminal 4 in association with L’Oréal Travel Retail.
The cosmetics brand, founded in Los Angeles in 1999, was acquired by L’Oréal in 2014. The store, located near gate B23, carries close to 700 NYX products. The unit, developed specifically for travel retail, enhances T4’s expansive retail offer, acting as another brand attraction for over 21 million passengers per year.
Roel Huinink, President and CEO of JFKIAT, the company which operates the terminal, said: “Thanks to the partnership with DFS Group, our passengers will be the first to enjoy NYX Professional Makeup products at duty free prices.”
‘Different and exclusive’
The store uses interactive technologies designed to make shopping “a different and exclusive experience”. Features include a beauty bar with an interactive make-up station that allows passengers to explore new make-up techniques while watching video tutorials.
A gift bar offers palettes and sets that are specially chosen as presents, while an Instagram ‘trending wall’ offers inspirational snapshots of the latest looks, making the store a playground for make-up junkies. A bestseller wall and a ‘Hot New Now’ area, dedicated to the latest product launches, complete the picture.
L’Oréal Travel Retail Americas General Manager Yannick Raynaud described the store as “an immersive candy-shop experience” for beauty fans. She added: “This brand adds to L’Oréal Travel Retail’s strong and diversified portfolio of brands and enables (us) to recruit new customers.”
DFS Group Senior Vice President Beauty Christophe Marque added: “DFS Group is thrilled to partner with L’Oréal Travel Retail in hosting the first-ever NYX Professional Makeup airport store globally. We continually aim to bring innovative and exclusive experiences to our travelling customers, and we are sure they will find plenty of inspiration at NYX.”
T4’s retail lounge offers more than 122,200sq ft (11,334sq m) of shopping and dining space, with over 45 retail shops and 30 restaurants. JFKIAT is owned by Schiphol USA, a US affiliate of Schiphol Group which runs Amsterdam Airport Schiphol.
Make-up has been on a growth spurt in travel retail and worldwide. It has also increased in importance for France’s global beauty giant L’Oréal Group over the years. From a sales share of 21.3% in 2011 (see chart above), make-up commanded a 27.9% share in 2017, moving ahead of haircare over the period. It now ranks just behind the leading product category of skincare and sun protection (29.3%).
