CYPRUS. In a first for the ARI global network, Cyprus Duty Free this week officially opened a new concept called the Hot Shop at Larnaca International Airport. The space reimagines how on-trend, emerging and local beauty brands are presented in travel retail.
The bright, eye-catching space inside the departures beauty environment houses 16 brands that are new to Cyprus Duty Free. Led by category rather than by brand, Hot Shop houses clearly-signposted zones for skincare, suncare, haircare, K-Beauty, mists and more.
With areas for discovery and exploration and a range of highly accessible price points, the 50sq m space (68sq m with wellness wallbays on each side included) targets a younger shopper demographic that ARI said might otherwise not engage with the duty-free offer. It also signals a shift towards more agile retail formats within the group’s airport environments.
Apart from some exceptions (such as best-selling brands Sol de Janeiro) the Hot Shop is home to brands that do not have the range, scale or ability to invest in furniture to create their own spaces.
Featured brands at launch include Sol de Janeiro, Summer Friday, Gosh, Erborian, CeraVe, BeautyPro, Mario Badescu, Real Techniques, Nudestix, Morphe, EYENLIP, Milkshake, Hello Sunday, Sabrina Carpenter, Rodial, Isle Of Paradise, Lattafa… alongside a curated mix of contemporary beauty and fragrance labels reflecting the growing influence of niche perfumery, social-first beauty brands and accessible luxury. New additions pending including fast-growing skincare brand The Ordinary and others.
The Cyprus Duty Free team noted that brands have a solid window of around six months of trial to prove themselves, which will also take in the peak summer season at the airport.
The sales effort is supported by a dedicated Hot Shop team of pink-clad promoters in the store, who speak to potential shoppers about the offer across beauty categories.
The Hot Shop concept is planned to open later as part of ARI store upgrades at Dublin and Montreal airports.
Cyprus Airports Duty Free General Manager Andrew Baker told The Moodie Davitt Report, “Sales are strong at the Hot Shop so far and we are very happy with it.
“It is category-led but it also allows brands the chance to express their identity. We control the apace, we view how successful brands are and we can change brands in and out as trends change.
“We will learn lessons and put those into practice as we go, and these can also aid other stores in the ARI network.
“The travel retail business is always changing and this is how we can react to that rapid change in an agile way.”
He later added, “The Hot Shop is category-led and allows brands the chance to express their identity. We control the pace, we view how successful brands are and we can change them in and out as trends change. We will learn lessons and put those into practice as we go, and these can also aid other stores in the ARI network. The travel retail business is always changing and this is how we can react to that rapid change in an agile way.”
Cyprus Airports Duty Free Retail Manager Toni McDonald added, “Many brands would not be found in travel retail; they might be trending on TikTok but not be anywhere else. And that represents an exciting opportunity.”
ARI Global Head of Beauty Deirdre Devaney said, “Hot Shop reflects the pace at which the beauty category is evolving and the growing opportunity for travel retail to act as a launch platform for emerging and digitally native brands. What makes the concept particularly exciting for us is its flexibility. It allows us to test new ideas, respond more quickly to trends and create a more curated retail experience that evolves over time. In many ways, Hot Shop operates as a live retail laboratory, helping us better understand what resonates with today’s traveller while shaping how future concepts may develop across the ARI estate.”
Hermes Airports Commercial and Business Development Manager George Sergiou said, “We are particularly excited about the implementation of this concept, which clearly reflects the latest retail trends and aligns seamlessly with the profile and expectations of our passengers. The Hot Shop brings a fresh and contemporary approach to airport retail, targeting a new and younger age group while creating a vibrant buzz through exclusive products available on the island.
“In terms of social media, we expect younger passengers to naturally engage and connect within the space, fostering interaction both on‑site and across digital platforms.
“This initiative introduces a fresh, new, and fun shopping experience at our airport, enhancing the overall passenger journey and setting a new benchmark for airport retail. We congratulate CTC-ARI on this achievement and are proud to be part of this exciting collaboration.”
Comment: This creative space adds a freshness to the beauty offer at Cyprus Duty Free, and underlines the retailer’s reputation for innovation and trial within the ARI network.
Crucially, the Hot Shop is positioned as solution and category-led rather than brand-led, though there are clearly defined spaces for hugely popular brand such as Sol de Janeiro, for example. With brands grouped into relevant locations that play into how younger people shop, it allows these mostly emerging brands to express themselves around a particular need or service that can be quickly identified.
It also speaks to the industry-wide urgency of attracting younger customers – many of whom shop by category and by solution rather than by brand – into the airport store.
Importantly, there is a platform for local beauty brands (a major focus for ARI) to shine, alongside global brands that have a limited SKU portfolio but deserve attention due to their popularity (often via social media) among a younger generation.
In this way, Hot Shop presents a welcome showcase for up and coming brands that can potentially scale up in future if they perform well.
*More to follow from an extensive tour of Cyprus Duty Free at Larnaca Airport. ✈
