BRAZIL. Lancôme Travel Retail Americas and Dufry have partnered to unveil a major new store in São Paulo International Airport Terminal 3 international departures area. The elegant 43sq m space becomes the French luxury perfumes and cosmetics house’s largest duty free shop in South America.
The flagship store in Brazil’s busiest airport features prominent digital elements. L’Oréal-owned Lancôme told The Moodie Davitt Report that it has analysed customers’ evolving behaviour since the beginning of the COVID-19 crisis, and brought forward a wave of new in-store beauty tech innovations.
Prominent among these is what Lancôme describes as “a more flexible, digitalised, and personalised alternative to testing experience”. One example is a ‘virtual try-on tool’ powered by AI (Artificial Intelligence) algorithms, enabling shoppers to test Lancôme’s full range of make-up products safely.
Fragrance and skincare best sellers including La Vie Est Belle and Advanced Génifique are highlighted on ‘iconisation’ tables. Meanwhile, make-up pillars such as Hypnôse Mascara, Teint Idole Ultra and l’Absolu Rouge are displayed on tech-powered sharing tables.
Shoppers have access to a bespoke gifting experience through an engraving station for selected products, and also a wrapping station. Several novelties are on offer, including travel retail-exclusive sets.
Lancôme Marketing Director Loubna Benzakour told The Moodie Davitt Report: “This Lancôme flagship is a new opportunity to build unique relationships with travellers by offering them premium, exciting, interactive, and immersive experiences through beauty tech innovations, digital services, and in-store personalised retailtainment.”
