AUSTRALIA. Coty Travel Retail has partnered with Heinemann Oceania to launch Marc Jacobs Beauty at Sydney Airport, extending the brand’s roll-out across Asia Pacific.
Coty has opened a permanent Marc Jacobs Beauty counter at Terminal 1 International Departures this month.
The partners have also launched a Marc Jacobs Beauty pop-up in the terminal. The timing of the activation coincides with an estimated October passenger volume of more than 700,000 at Sydney Airport.
The dynamic activation immerses travellers in the Marc Jacobs Beauty universe through yellow displays, oversized fragrance bottle replicas, brushed silver surfaces and mirrored arches inspired by the makeup line’s colour palette.
In addition, signature brand charms and a central flower-shaped discovery zone showcase hero products across both beauty and fragrance.
Dedicated Makeup Beauty Advisors offer personalised consultations and flash makeovers within a dedicated beauty services area.
In addition, a complimentary gift is offered on completion of each service. Gifts with qualifying purchases include a makeup pouch, blush holder and charm keychain, subject to availability.
Built around the ‘Joyride Sensoriality’ concept, the Marc Jacobs Beauty makeup collection spans eye, complexion and lip products, with an emphasis on layering, blending and experimentation.
The line-up includes 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.
Heinemann Oceania Managing Director Rosi Fernandez said: “Together with Coty, we share a vision of making travel retail a destination for discovery, engagement and storytelling. The launch of Marc Jacobs Beauty at Sydney Airport highlights our commitment to creating experiences worth travelling for and delivering memorable moments for travellers from around the world.”
“We know beauty is an important part of the airport shopping experience, so we’re really excited Sydney Airport passengers will be the first in Australia to discover Marc Jacobs Beauty at an airport,” said Sydney Airport General Manager Retail Gail Taylor.
“It’s exactly the kind of newness we want to bring to our terminals, giving travellers more great brands to discover and making the journey through the airport that little bit more exciting.”
Coty Global Travel Retail Senior Vice President Mette Engell said, “We are delighted to partner with Heinemann Group and Sydney Airport Group to introduce Marc Jacobs Beauty to travellers in Australia.
“This launch marks yet another pivotal milestone as we continue to expand Marc Jacobs Beauty’s presence in Asia Pacific, bringing the brand’s bold, unapologetic approach to beauty to some of the region’s most dynamic, bustling travel hubs.” ✈
