DENMARK. Luxury beauty house Alûstre has partnered with Gebr. Heinemann to take over the retailer’s Experience Space at Copenhagen Airport for a three-month period.
Alûstre, which launched 10 months ago, was built on a patented technology that infuses diamond particles with a growing product portfolio. The brand offers luxury nail polish, nailcare, fragrance products and its newly launched colour cosmetics collection.
Its colour cosmetics range comprises lipsticks, a diamond dust-encrusted lip balm, makeup brushes, a highlighter, blush and bronzer.
The Moodie Davitt Report was on location in Copenhagen, the home of Alûstre, to discover the colour cosmetics collection and to visit its presence in the Heinemann Experience Space in Copenhagen Airport, its first activation in global travel retail.
As reported, the Experience Space is centred around the overarching theme of ‘fluid perspectives’. The space allows visitors to engage with ‘lift and learn’ technology, which activates interactive digital screens, a motion-activated digital floor as well as immersive visual and sound elements.
Stepping onto the floor of the experience space, travellers see a water animation move beneath them. One wave of the hand and the water changes direction on the multiple digital screens surrounding them.
When visitors lift a model of a water drop, which are presented throughout the space, the screens display details on the important role that water plays for Denmark with its 8,750km coastline. The soothing sound of flowing water can be heard around the space, one of several elements which offer the consumer a multi-sensory, interactive and engaging journey.
Alûstre, which is being exhibited alongside Jägermeister and other Danish brands Anton Berg and Messy Weekend, features prominently in the Experience Space. Travellers can shop the brand’s nail polish, nailcare, fragrances and colour cosmetics, and enjoy flash makeup services and free manicures, a first in the airport environment, the partners said.
Alûstre Beauty Advisors are on-hand inviting travellers to sample the hand cream and to indulge in a moment of selfcare. They also guide visitors through the retailtainment elements of the space, inviting them to lift various Alûstre products from a podium to activate different brand visuals and product information.
While Alûstre’s partnership with Gebr. Heinemann marks its debut in the travel retail space, it also marks the launch of its colour cosmetics range.
Alûstre CEO Hans Hornemann said: “Our goal is to be a new kind of luxury brand. Quality is number one for us. Everything we do has to be the world’s best quality and that’s a very humbling starting point when you look at the competition we’re up against, particularly in colour cosmetics.
“We’re consciously formulated, which means we really dedicate ourselves to sustainability from formulation to packaging. All our products are vegan, cruelty-free and with high natural origin index. In terms of product, we are selectively going into new categories but with the goal of being the best in the category. For us, it’s not the width of our portfolio but the depth. We do everything with intention.”
Commenting about the brand’s partnership with Gebr. Heinemann, Hornemann said: “What makes this partnership work is the professionalism of Gebr. Heinemann. They are extremely proficient at what they do and know exactly how to drive a pop-up like this.
“Alûstre is like a train wagon that’s clicked into a high-speed train, and that train is Gebr. Heinemann. They are the engine driving this activation and we are just lucky to be part of it. As a retailer, Heinemann really excels at thinking out of the box and I think that the Experience Space is testament to that.”
Gebr. Heinemann Copenhagen Managing Director Katrin Bamler added: “Everybody talks about adding retailtainment, digital and physical to the airport environment and we tried to bring all of that into the Experience Space. Our aim is to make people leave happier than when they came in, by delivering something unexpected, surprising and memorable.
“Following that ethos, we look for brands who want to do something different and that’s how we came together with Alûstre. I think, looking at the Experience Space today, we have definitely managed to achieve that on the shop floor.
“The experience is very aesthetic and complemented by wonderful services like free manicures, which is the first time this is being offered in Copenhagen Airport. With Alûstre, we have a young brand with a great image and our partnership gives us a great opportunity to try new things, get onboard with trends and give new brands the visibility they need to shine.” ✈
Watch the YouTube video above for exclusive video coverage of the Alûstre presence in the Gebr. Heinemann Experience Space in Copenhagen Airport
