Cosmetics
“Dawn of a new era” – Miss Dior Essence debuts at Incheon Airport with Shinsegae Duty Free
The 100sq m Miss Dior Essence pop-up offers travellers fragrance consultations, makeup fittings, Love Bracelets and postcards to bring Miss Dior Essence’s bold and feminine spirit to life at Incheon.
“Since signing the concession agreement in 2023, the travel retail market has faced a rapid shift in conditions, including changes in consumption patterns among our key customer segments and a decline in purchasing power,” Hotel Shilla tells The Moodie Davitt Report.
The 100sq m Miss Dior Essence pop-up offers travellers fragrance consultations, makeup fittings, Love Bracelets and postcards to bring Miss Dior Essence’s bold and feminine spirit to life at Incheon.
The 620sq m concept, located within the renovated duty-free store in Terminal 1, represents an important step in Avolta’s regional expansion and its broader global strategy.
The Moodie Davitt Report President and Editorial Director Dermot Davitt is on location in Jeddah for the milestone opening, described as “the perfect balance between a global mindset and local culture”.
The partnership marked the brand’s first engagement with a national tourism board, elevating its ‘destination beauty’ experiences in travel retail.
Officially unveiled in July, the retail space at Terminal 1 showcases the brand’s best-selling collections.
The activation highlights the brand’s best-selling skincare products at the Tax Free Shop throughout September and October.
The French brand is bringing intimate care into the travel retail conversation with a striking advertising campaign, #SkincareForDownThere, during the TFWA World Exhibition and Conference.
The boutique features Victoria’s Secret’s signature collections across categories, including its renowned fragrances, body mists and lotions, alongside its best-selling intimate apparel and sleepwear.
The Spanish beauty house highlighted solid growth across regions and categories, a strong rebound in profitability and the appointment of José Manuel Albesa as Deputy CEO to support the company’s long-term strategy.
“This partnership is anchored in consumer centricity – the driving force behind our Beauty Reimagined strategy,” says The Estée Lauder Companies SVP and GM, Travel Retail Worldwide Olivier Dubos.
The boutique, set for an October launch, is being celebrated with a seasonal Dioriviera pop-up at the airport, offering the Maison’s full portfolio spanning fragrance, makeup and skincare.
