UK. Heathrow Airport has partnered with Avolta to launch the Redefine Your Beauty campaign across all its terminals.
Redefine Your Beauty is a large-scale, multi-brand experiential activation running throughout August, September and early October.
Billed as the largest joint beauty campaign in the airport’s history, Redefine Your Beauty brings together a diverse mix of retail experiences, live masterclasses, wellness treatments and exclusive offers.
The campaign highlights the breadth of beauty brands available at World Duty Free (Avolta) stores in the airport through immersive, cross-category experiences and retail theatre.
Running from 7 August to 5 October, the campaign features pop-up zones and rotating brand activations from Clinique, Jo Malone London, MAC, Charlotte Tilbury, Penhaligon’s, Parfum de Marly, Elemis, La Roche Posay, Molton Brown, Memo and Moroccanoil.
In addition, Terminal 3’s World Duty Free store is hosting dedicated themed brand events, while interactive touchpoints engage travellers across all terminals.
Dedicated Beauty Bars offer skin analysis technology, fragrance engraving stations and live product demonstrations.
In Terminal 5, travellers can enjoy complimentary treatments at the Personal Shopper Lounge with services from La Mer, Estée Lauder, Molton Brown and Elemis. Some of the treatments include signature hand, arm and neck massages, luxury face treatments, sculpt and glow rituals, cryotherapy, ultrasonic peels and LED mask treatments.
A key retail driver of the campaign is a high-value gift-with-purchase offer: travellers spending £200 (US$268) on three or more beauty items across skincare, fragrance and makeup will receive a luxury beauty bag featuring products valued at up to £200.
Participating brands include Elizabeth Arden, Benefit, Estée Lauder, Amouage, Versace, Augustinus Bader and Charlotte Tilbury, among others. The goodie bag offer is available at all main World Duty Free stores and through Reserve & Collect. Heathrow Rewards members will earn double points (up to 1,000) on eligible beauty purchases.
Heathrow’s F&B partners are also supporting the campaign through specially curated dishes aligned with the themes of health and wellbeing. Options include herbal teas at Fortnum & Mason, Clean Green smoothies at Jones the Grocer, firecracker salad at Leon and poke bowls at Yo Sushi among others.
The campaign follows Heathrow’s announcement of a £10 billion five-year investment plan aimed at transforming the airport’s infrastructure and commercial proposition. The investment includes adding new space to existing terminals alongside investments in new lounges, shops and restaurants.
Once complete, Heathrow will be able to serve 10 million more passengers a year, a +12% increase in capacity compared to today.
Avolta Commercial Director UK Eve Fifer commented, “Redefine Your Beauty is a fantastic example of what happens when great collaboration meets a bold ambition.
“Together with Heathrow and our brand partners, we’ve created a campaign that brings beauty to life in new, exciting ways, elevating the passenger experience through immersive moments, exclusive offers and the very best of global beauty. We’re proud to be part of this milestone event that puts travellers and innovation at the heart of the journey.”
Heathrow Head of Duty Free, Luxury, Fashion and Shopping Services Nancy Stewart added, “This campaign is a celebration of all things beauty, wellness and innovation, and is the largest beauty event ever to take place at Heathrow. We’re proud to offer our passengers an elevated retail experience that reflects our commitment to making every journey better.” ✈
