ISRAEL. Israeli model and entrepreneur Bar Refaeli has partnered with JR/Duty Free (owned by Gebr. Heinemann), to launch an airport pop-up for her skincare brand Livelle at Ben Gurion International Airport. It is running until 9 February.
The news was first reported by The Jerusalem Post and shared on the official Livelle and JR/Duty Free Instagram accounts.
In 2024, Gebr. Heinemann became the sole owner of JR/Duty Free, buying out the Danos family. JR/Duty Free (James Richardson Duty Free) operates the duty-free concession at Ben Gurion International Airport.
The pop-up presents the full Livelle skincare range within a minimalist, premium retail environment. Notably, the pop-up marks the debut of a new CC cream which combines skincare benefits with light-coverage makeup in a single step. The CC cream is currently only available in travel retail.
Alongside the new CC cream, the pop-up features Livelle’s complete skincare portfolio, structured around a numbered system that indicates the recommended order of use. This was designed to help travellers navigate an accessible skincare routine.
Rafaeli attended the opening of the pop-up alongside special guests. She also features on a digital campaign promoting the Livelle pop-ip at the entrance of the JR/Duty Free store.
James Richardson Duty Free Vice President of Marketing at Shany Inbar Karity commented: “We are delighted to collaborate with Bar Refaeli and the Livelle brand. This is a natural partnership that allows duty free to showcase a strong and well-known Israeli skincare brand to both Israeli travellers and the international audience passing through our stores, while enriching the overall shopping experience.”
Livelle Founder Bar Rafeli commented: “Duty free is much more than a point of sale — it is an international showcase that provides exposure to diverse audiences from around the world.
“Opening a pop-up at duty free marks an important milestone in the development of our brand. It strengthens our visibility and international potential, and positions Livelle naturally alongside leading international and local luxury brands.” ✈
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