BRAZIL. Puig-owned fragrance and beauty brand Carolina Herrera is celebrating the launch of its Herrera Beauty makeup line in Americas travel retail with two new-look counters at São Paulo-Guarulhos Airport.
The counters, operated in partnership with travel retailer Dufry, are located in Terminal 3 Arrivals and Terminal 3 Departures. They feature impactful new brand visuals from Carolina Herrera that express a stronger link with the fashion house and underline the brand’s strong market share in the region.
The renovated spaces feature eye-catching striped flooring in the brand’s signature red hue. They showcase the new Herrera Beauty makeup collection which includes lip, eye and skin products in a range of textures and finishes with some available in refillable options.
New Lip Bars showcase the brand’s colourful lip and face makeup products which offers several personalisation options.
Travellers can customise their lipstick and powder makeup with a range of vibrant cases, tassels, bangles and chains and use them as jewellery. The print and pattern designs were inspired by the Carolina Herrera fashion house.
Carolina Herrera beauty specialists are on-site to deliver makeup consultations and pro makeup tips. The signature Carolina Herrera bell boy brand ambassadors are also on-site, adding an element of retail theatre to the boutiques.
The boutiques have been integrated with Puig’s latest beauty tech innovations which include the Carolina Herrera Magic Mirror and Product Configurator.
The Magic Mirror is a dynamic Virtual Try-On station, while the online Product Configurator is an omnichannel feature that enables product personalisation.
In addition, the refreshed stores offer travel retail-exclusive products and fragrance novelties which are highlighted via fragrance bars and eye-catching displays.
Carolina Herrera’s best-selling fragrance lines are on full show including the Good Girl, Bad Boy, 212 Heroes, 212 Men and 212 VIP Rosé, and CH expressions.
Both stores feature a bespoke Art of Gifting counter that takes travellers through the steps of Carolina Herrera’s ‘Ready-to-Gift’ experience.
The opening of the revamped spaces are being supported by a targeted social media campaign, striking in-store activations and impactful ooh media advertising throughout the airport. The screens display Carolina Herrera’s latest makeup videos, while the in-store activations build awareness and engagement with travellers.
Puig hosted a launch event in the Terminal 3 shop to celebrate the opening and the launch of Herrera Beauty in Americas Travel Retail. The event was attended by key executives from Puig Global Travel Retail, Dufry as well as top local KOLs, who shared the event with their followers on social media.
“Herrera Beauty and the new Carolina Herrera corporate image bring a fresh and innovative new look to the travel retail environment – building on the brand’s reputation within the channel for standout launches and bold retail experiences,” commented Puig Global Travel Retail Vice President Kaatje Noens.
“Blurring the lines between beauty and jewellery, refillable and customisable, this beauty line addresses a growing demand for more sustainable beauty, as well as tapping into a new generation of travellers’ desire for personalisation and exclusivity. We’re proud and excited to expand the Carolina Herrera offering in a region where the brand truly resonates.”
Puig Travel Retail Americas General Manager Felipe Grant added: “São Paulo-Guarulhos is one of the top airports in the region, counting over 12 million departing passengers annually, making it the ideal location to further double-down on our investment and partnership with Dufry and herald a bold new era for Carolina Herrera; one of a heightened sense of discovery, one that reinforces the brand’s adventurous spirit and converts even more beauty shoppers to the world of Carolina Herrera.”
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