SPAIN. Wella Professionals has partnered with Avolta to bring an F1 Academy-themed beauty activation to Adolfo Suárez Madrid–Barajas Airport Terminal 4 throughout September.
The experiential space combines beauty, sport and experiential retail coinciding with the Formula 1 Spanish Grand Prix, which takes place in Madrid on 13 September.
The activation builds on Wella Professionals’ role as Official Partner of the all-female racing series F1 Academy.
The partnership began in 2025, marking Wella Professional’s first sports sponsorship. The multi-year global partnership is centred on a shared commitment to championing women and inspiring the next generation of race car drivers.
In Madrid, travellers are invited to step onto a photo podium wearing a Wella racing jacket and an authentic F1 Academy helmet.
A dedicated Serum Bar showcases Wella Professionals’ portfolio of hair treatments, led by hero Miracle Hair Rescue serum. Here, travellers can trial Miracle Hair Rescue, which the brand claims visibly repairs hair damage in 90 seconds. The Miracle Hair Rescue is offered as a standalone product and as part of a travel retail-exclusive (TREX) mini-set.
“Madrid is the perfect stage to bring our F1 Academy partnership to life for travellers,” commented Wella Company Global Head of Travel Retail Luis Blanco Álvarez.
“With Avolta, we’re turning the energy of the sport into an experience that invites people to stop and discover what professional haircare can do.” ✈
*Announcing The TREX Factor – Reaching B2C + B2B Audiences
The Moodie Davitt Report has launched a breakthrough crossover B2B to B2C video series focused entirely on travel retail-exclusive (TREX) products. {Click on the YouTube Icon to view TREX Travels to the Duty-Free World, the introductory video to The TREX Factor} Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the pioneering B2B and B2C crossover series is being shown in multi-lingual form (led by but not limited to Chinese and English) on the Moodie Davitt STUDIO YouTube channel and our WeChat Video platforms. EPISODE 1{Click on the YouTube icon to view Episode 1 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our worldwide premiere, resident TREX Master Martin Moodie – the world’s leading duty-free shopping commentator and Founder of world-renowned The Moodie Davitt Report, introduces Johnnie Walker Blue Label Xordinaire, aged in former French XO Cognac casks, designed to add an element of smoothness and sweetness. Johnnie Walker Blue Label Xordinaire brings these elements together for an extraordinary finish. And, most importantly, it is a definitive TREX, available only in duty-free and travel retail stores. Click on the YouTube icon to view. EPISODE 2{Click on the YouTube icon to view Episode 2 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our second episode, resident TREX Master Martin Moodie introduces you to two single malt whiskies from The Macallan, one of the truly famous Scotch whiskey distilleries of the world. Two very interesting variants with very different stories behind them. Click on the YouTube icon to view. EPISODE 3Our third episode features 叠川 The Chuan, which celebrates the vision of French drinks powerhouse Pernod Ricard to create a prestige Chinese malt whisky. Resident TREX Master Martin Moodie is joined on set by Rolls Wang, Retail Manager at Duty Zero by cdf, Hong Kong International Airport. EPISODE 4In this episode we taste two fine whiskies from Japan under the Misaka label – Misaka 12 Years Old Pure Malt PX Sherry Cask and Misaka 12 Years Old Mizunara Cask. Resident TREX Master Martin Moodie is joined by Hong Kong-based Australian entrepreneur, spirits & wine distributor, restaurateur, whisky aficionado and now whisky owner, Harry Kartasis, who introduced the brand to the world. EPISODE 5In this episode, we stay with the house of Misaka. This time around Harry takes us up the premiumisation ladder, as he introduces Misaka 18 Years Old Pure Malt Mizunara Cask and its 21 Years sibling. Like its predecessor edition, Episode 5 was shot inside Harry’s acclaimed Mexican restaurant in Wan Chai, Hong Kong, El Gordo Tacos & Grill. EPISODE 6In this edition, our resident TREX Master Martin Moodie, chats with Rolls Wong, Retail Manager at Duty Zero by cdf, the spirits and wine duty-free retailer at Hong Kong International Airport. The subject of their discussion? An extraordinary single malt whisky from Highland Park in Orkney, Scotland, available only at Duty Zero by cdf. Just 575 bottles have been released. All only available through Duty Zero by cdf. Brands or retailers wishing to participate in the TREX Factor should contact Martin Moodie at Martin@MoodieDavittReport.com |
