US. The Estée Lauder Companies-owned beauty brand MAC Cosmetics and Dufry company Hudson have partnered to open a new consumer and trend-led boutique at Salt Lake City International Airport, Concourse A.
The store celebrates MAC’s inclusive brand ethos, which is rooted in its mantra of ‘All Ages, All Races, All Genders’. To celebrate the opening, MAC Cosmetics is offering a free makeup pouch for a minimum purchase of US$49.
“MAC Travel Retail has carefully considered what American consumers currently demand most while traveling and we are excited that this store’s innovative design and merchandising delivers on that and more,” commented The Estée Lauder Companies Travel Retail Worldwide Senior Vice President and MAC & Too Faced General Manager Rick Whotte.
“Additionally, as a brand that is committed to making a positive impact, we are glad that we have also been able to implement more sustainable practices with the opening of this store. We are proud to partner with Hudson who have been invaluable in bringing this new MAC experience to life.”
The boutique has a fluid layout that enables customers to grab MAC Cosmetics products quickly. MAC’s range is displayed in different zones that address specific consumer needs. These include: What’s New, I Forgot, Gifts, MAC Classics, First Class Lips, Non-Stop Flawless Skin and Custom Eyes.
Its flexible store design is also driven by consumer experiences and trend-led merchandising. Most of the display fixtures and digital touchpoints can easily be rearranged, disassembled, repurposed or recovered to evolve with consumer trends.
To offer a seamless O2O experience, the boutique has also been equipped with in-store screens and QR Code integration that allow travellers to access product information, how-to videos and other travel retail exclusive content. Customers looking for a no-contact shopping experience can also try MAC’s Virtual Try-On technology in a dedicated area in the store.
The boutique was painted with low-emission paint to improve air quality. Its fixtures also incorporate sustainably-sourced materials where possible. LED lighting and Energy Star certified displays are used on either side of the space to highlight MAC’s offer, while statement mirrors are made with recycled glass.
Hudson Chief Executive Officer Roger Fordyce commented, “We share MAC’s commitment and vision to delivering elevated retail experiences through innovative collaboration and design elements that showcase environmentally-conscious advancements,” said Roger Fordyce, Chief Executive Officer of Hudson.
“With the opening of the new MAC store at Salt Lake City International Airport, we are continuing to transform how we grow our business in a way that is beneficial for our company, impactful for our travellers, and most importantly, sustainable for the communities we serve.”
