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Urban Decay: Dublin T1 store builds on a strong domestic market performance in Ireland |
L’Oréal Travel Retail has hailed the global airport retail debut of its Urban Decay brand at Dublin Airport Terminal 1 last week, and said it plans to roll out the make-up line to “ten to 15” more airports over the year ahead. [A further airport unit opens in coming days with The Shilla Duty Free at Singapore Changi -Ed]
As reported, the beauty brand, which opened at Aer Rianta International’s (ARI) new T1 walk-through store, features products such as the acclaimed Naked Palettes range from an 18sq m counter.
L’Oréal Travel Retail Europe, Middle East, Africa & India General Manager Yves Saint Laurent, Biotherm, Helena Rubinstein and Urban Decay Floriane Pampliglione told The Moodie Report: “We were looking for markets that were a good fit for the brand. In Ireland Urban Decay has a strong domestic presence and women are very knowledgeable about the brand and about make-up in general.
“Here, young women like to experiment with new textures and colours. This is a very upscale market in terms of make-up use, and it’s a market where the Naked phenomenon has worked very well to date. Many women here are looking for something edgy, whether it’s a 24-hour pencil, a novel colour or shimmery eye shadow in different textures. They like to really play with the colours.
“Our strong partnership with ARI was also a factor. We started the conversation in April 2014 so it has been an exciting and eventful year to reach this point. I’m the key account manager for ARI so once Urban Decay joined my portfolio last year I was very keen to progress the discussion in terms of space and the wider opportunity for the brand. They have been a great partner to work with on this project and very supportive. This opening and the strong spaces in Terminal 1 for other L’Oréal Luxe brands (including the opening of Kiehl’s) reflects our positive partnership with ARI.”
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ARI marks the brand’s airport retail debut at Dublin T1; pictured are (l-r) L’Oréal Travel Retail Europe, Middle East, Africa & India (Yves Saint Laurent, Biotherm, Helena Rubinstein and Urban Decay) General Manager Floriane Pampliglione, ARI Retail DIrector Paul Neeson, ARI Head of Retail at Dublin Airport Jackie McDonagh and ARI Chief Executive Jack MacGowan |
Ms Pampliglione said that the brand owner will remain highly selective about Urban Decay’s roll-out, with the right space and the right treatment critical to its partnerships.
She said: “The partners we want to go with are those that show their strong interest and offer the opportunity of great space. We can bring strong recruiting power through its colours and branding of Urban Decay. It really appeals to a different crowd, maybe even to women who have not used active make-up before. In terms of location, we also want to be on the pathway in the store where it attracts people and where we can create a stopping point, a footfall driver.
“We need also to have our seated make-up area. That’s vital even in travel retail where you have less space. The space here in T1 is compact but we can still deliver the brand experience. Here it’s not just about the artist doing make-up on you, it’s about learning how to play with the make-up an about sharing. It’s for people who love make-up and love sharing knowledge, not dictating how people should look.”
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The brand’s Naked Palettes form the core of the offer |
The range in travel retail also offers something different, she added. “The textures of Urban Decay are very easy to use and that is a major point of advantage. We also have some unique products that will boost the category. These include primer potions that you apply to your eyelids before eye shadows, and make-up setting sprays. These all add incremental business and you don’t see them from other brands. It’s not about cannibalising what is already there; we can grow the business.
“The colour range is large too; even when we only carry about 260 SKUs in travel retail, the variety is broad. All of this shines through in the impact of our merchandising. The offer is easy to understand, plus we have our Top ten Obsessions pillar to display and stage our top sellers, and to explain what the brand stands for.”
The company is still planning its roll-out schedule but hopes to open between ten and 15 travel retail doors in the next year. Ms Pampliglione said: “The focus will be on doors with good traffic, great locations and appeal in terms of the passenger mix. The brand is very successful now so we want to continue that momentum with the right seating areas, gondolas and display opportunities.
“The precise locations are still under discussion, but we know that the UK and Middle East are other strong markets. The brand has very strong expertise around eye make-up, with the 24-hour pencil and the eye shadows for example, so it appeals in places like the GCC. Such markets will be in our roll-out plans for the future.”
On the ideal formats for travel retail, the brand owner is flexible. “A stand-alone store is not a must-have but we will explore that option if the right opportunity arises. There are only two boutiques worldwide: one is in Newport Beach, USA, home and flagship store for the brand, and the other is in Covent Garden, London.
“But Urban Decay can work as a shop-in-shop or corner too. Here in Dublin we don’t have a back wall but we have a pillar and a make-up table that helps create our strong identity, so it works really well in a great store-front location.
“This is our first and it’s only the beginning of the story. There will be plenty more chapters to come and we believe we will have great success in travel retail.”
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Seating areas for make-up sessions are a central requirement of the brand at it rolls out across the travel retail channel |
