USA. Guerlain and International Shoppes are celebrating the brand’s renovated ‘Bee Counter’ at New York John F. Kennedy International Airport (JFK) Terminal 1.
The 16sq m counter, which reopened on 11 July, marks Guerlain’s first Bee Concept space in North American travel retail. The Bee Concept is inspired by Guerlain’s heritage and environmental ethos. The counter, twice the size of its predecessor, reflects Guerlain’s commitment to enhancing its brand image and elevating the customer experience in the channel.
It underlines the long-standing collaboration between Guerlain and International Shoppes, celebrating a shared vision of delivering retail excellence and premium in-store experiences.
The Bee Concept counter offers Guerlain’s full range of fragrance, makeup and skincare products, including Orchidée Impériale Black, the brand’s most premium skincare collection.
Additionally, the counter offers personalised services, with Guerlain Beauty Advisors providing complimentary flash makeup and skincare consultations tailored to travellers’ needs.
International Shoppes Co-CEO Scott Halpern commented: “The newly redesigned Guerlain unit at JFK T1 is exceptional and will certainly raise the bar for future buildouts.
“This new counter is a reflection of the strong collaboration between International Shoppes and Guerlain, built on our shared dedication to deliver an unparalleled in-store experience that reflects the quality and innovation both of our brands are known for.”
LVMH Beauty Managing Director Travel Retail America Andre Marzloff added: “This renovation is a testament to the long-standing partnership between LVMH Beauty and International Shoppes.
“With Guerlain and the opening of its first Bee Concept counter in Travel Retail North America, we are bringing even more luxury to the store, reinforcing our shared commitment to retail excellence and delivering a premium in-store experience that elevates the customer journey to new heights.” ✈
