UK. British beauty house Charlotte Tilbury has partnered with Avolta to give London Stansted Airport ‘the ultimate airport makeover’ in celebration of its renovated counter.
The brand has revamped its counter in the World Duty Free Store as the ‘Tilbury Terminal’. To celebrate the renovation, the brand has launched a series of activations and immersive brand takeovers at check-in, security inviting travellers to visit the store and ‘Beautify before they fly’.
The debut of the Tilbury Terminal marks a milestone in Charlotte Tilbury’s expansion in the channel and is the first of many future counter transformations to come. The brand is celebrating its ten-year anniversary this year {Look out for our coverage of the ‘Tilbury Terminal’ with ARI-led Travel Retail Sales and Services at Abu Dhabi International Airport Terminal A}.
The revamped Tilbury Terminal boutique in London Stansted showcases Charlotte Tilbury’s hero products and franchises including the Magic Cream moisturiser, the Hollywood Flawless Filter and Pillow Talk makeup line. It is designed to serve as a ‘one-stop-shop’ for travellers’ skincare and makeup needs no matter their destination.
In an airport first, Charlotte Tilbury welcomed travellers in London Stansted with branded barriers and liquid bags at security, inviting them to visit the Tilbury Terminal.
The brand has also transformed the shuttle busses, carpark lifts and airport bathroom mirrors with Charlotte Tilbury branding. In addition, a voiceover from Charlotte Tilbury herself is being played over the speakers to drive traffic to Tilbury Terminal.
Founder Charlotte Tilbury MBE commented: “I have always been obsessed with decoding on-the-go skincare and creating travel beauty looks that suit every destination and occasion. Everyone’s always missing something when they get to the airport, which is why I’ve designed Tilbury Terminals to be your ultimate ‘easy-to-choose, easy-to-choose, easy-to-gift and easy-to-pack’ beauty check-in.
“They’re stocked with all my skincare and makeup heroes to take travellers everywhere – from sun-soaked escapes to chic city breaks.”
Avolta Head of Beauty UK Delphine Poultney added: “This striking activity represents a continuation of a great collaboration with Charlotte Tilbury, and an amazing partnership with London Stansted airport. With the ‘Tilbury Terminal’ concept, you simply cannot miss the fantastic activations across the airport, encouraging travellers to visit the Charlotte Tilbury counter in our World Duty Free walk-through store.”
London Stansted Retail Director Steve Martin added: “London Stansted is delighted to welcome Charlotte Tilbury Beauty to the airport through this exciting partnership with World Duty Free. Charlotte Tilbury is a well-loved British beauty brand, with a fantastic range of products available at the new ‘Tilbury Terminal’, which I’m sure is going to prove extremely popular with the millions of passengers that jet off from London Stansted each year.”
Tilbury concluded: “With the launch of my new easy travel Tilbury Terminals, I knew I wanted to bring the euphoric energy of my brand to the entire airport experience. It is so important for me to show that Charlotte Tilbury is more than just award-winning makeup and skincare, it’s a one-of-a-kind, transformative experience that is unmatched in the beauty space.
“At Charlotte Tilbury we are always innovating, and our new industry-disrupting travel retail strategy reflects our passion for creating breakthrough beauty experiences for customers on the ground, in the air, and around the world.”✈
