Coty Travel Retail has relaunched Marc Jacobs Beauty in global travel retail with a dynamic pop-up campaign and permanent installations across key international airports. Unveiled in partnership with Avolta, the animation marks the cosmetics brand’s long-awaited re-entry into the channel.
The roll-out began in June at New York John F. Kennedy International Airport Terminal 8 and Palma de Mallorca Airport.
The brand will expand to additional airport locations in August before a wider roll-out across Europe, the Americas and Asia Pacific from September.
The relaunch centres on the concept of ‘Joyride Sensoriality’, inviting travellers to explore a curated collection of colour cosmetics designed to encourage layering, blending and experimentation.
At JFK Terminal 8, travellers can discover the collection through a permanent gondola installation complemented by a three-month activation at the entrance of the store.
The experience was designed to immerse travellers in the Marc Jacobs Beauty universe through oversized factices (fragrance bottle replicas), signature brand charms and a central discovery zone showcasing hero products across both beauty and fragrance.
Dedicated Makeup Beauty Advisors offer personalised consultations and flash makeovers within a dedicated beauty services area, while digital media placements throughout the terminal extend the campaign’s visibility across the passenger journey.
During the activation period, customers purchasing Marc Jacobs Beauty products will receive an exclusive branded makeup bag as a gift with purchase.
Following the initial June debut, Marc Jacobs Beauty will expand into additional travel retail locations by the end of 2026, including key airports across the UK, namely Manchester Airport Terminal 2, and Heathrow Airport Terminal 2. Further activations are also planned in key airports across Asia Pacific, including Sydney, Australia; Auckland, New Zealand; Bangkok, Thailand, plus Delhi and Mumbai in India.
The expansion programme will continue through the first half of 2027 with additional terminal openings with existing airport partners, alongside new locations in Europe, including Copenhagen, and further growth across the Americas.
Marc Jacobs Beauty offers products for complexion, eyes and lips, featuring long-wearing, high-performance formulations. Highlights include the Drawn This Way Longwear Eyeliner, Born Star Eyeshadow, Heart On Lipstick, Joystick Blush Stick, Flashes Mascara, Legally Bronze Bronzer and Money Shot Highlighter Gel.
Marc Jacobs personally designed the packaging for the collection. Each product is adorned with one of the brand’s signature charm motifs: a daisy for complexion, a star for eyes and a heart for lips, and features a combination of soft-touch matte and metallic formats.
“We are excited to build on the long-standing success of Marc Jacobs Fragrances and expand the brand into a true multi-category beauty universe,” commented Coty Global Travel Retail Senior Vice President Mette Engell.
“The return of Marc Jacobs Beauty has been one of the most anticipated beauty launches, reflecting strong consumer demand for the brand’s bold creativity and distinctive vision.
“Travel retail offers the ideal stage to introduce Marc Jacobs Beauty to a global audience, fusing immersive experiences with high-impact retail formats to capture visitors’ imaginations, encourage discovery, and bring the brand universe to life.”
As reported, The Moodie Davitt Report Brands Director Hannah Tan was on location for the brand’s relaunch event at Decimo, London on 4 June. The event was attended by international media and Marc Jacobs himself. ✈
