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WDF’s new Cocoon Beauty Sanctuary, located in London Heathrow T1 |
UK. Today saw the formal unveiling of World Duty Free’s (WDF) new Cocoon Beauty Sanctuary, located at London Heathrow Airport Terminal One. The outlet opened to the public on 9 February.
As previously reported, Cocoon – which replaces the former T1 Beauty Centre – is a new store branded with its own distinctive logo. It offers a range of premium treatment and well-being brands, most of which have never before been available on-airport.
Cocoon also features a separate treatment room, where travellers can enjoy a 20-minute Dermalogica facial, the £15 cost of which is redeemable against any Dermalogica product purchase.
“Cocoon’s been a long time coming, but it’s been worth waiting for,” declared WDF Managing Director Mark Riches, as he prepared to cut the ribbon at the opening of the store. “I hope you’re bowled over by this fantastic beauty shop.
“This, I believe, is us at our best. Cocoon really depicts us staying ahead of the market trends. In this case it’s all about treatments, and really surprising the customer in terms of so many exclusive brands. Here we have a collection of brands that cannot be found in any other airport, anywhere in the world: brands like Dr Hauschka, Bliss and Ren. So this really is an absolute first.”
Riches continued: “The level of investment in the environment is also important. If you’re going to offer treatments – and the Dermologica treatment is probably the centrepiece of the store – then they have to be done in a relaxed and calm environment. So we have spent an awful lot of time trying to shop-fit appropriately.”
He added: “Cocoon gives us the chance to really rejuvenate customers before they fly. It’s been interesting how many flight attendants have already been in here, and been delighted with what they’ve found. Once they – and our passengers – find out more about the brands we’ve got in here, this shop simply won’t be big enough.”
Riches paid tribute to the team who created Cocoon, singling out Hilary Prescott and her “unbelievable commitment and passion” for the project. Prescott, Category Buying Manager for New & Developing Brands, leaves WDF today, following husband James Prescott’s appointment as General Manager – Operations at Aer Rianta International-Middle East.
“Hilary’s been a pillar of our beauty success for many, many years,” noted Riches. “I want to thank her for everything and say how much she will be missed.”
DOING THINGS DIFFERENTLY
The Cocoon Beauty Sanctuary is all about differentiation. It’s different from anything else at T1, and indeed different from anything WDF has done before.
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Mark Riches explains why WDF wants to Cocoon travellers at Heathrow Click the Podcast icon to listen to the latest episode of The Moodie Podcast To download: right click on the Podcast icon and select ‘Save Target As’ option Click here for more information, instructions and previous Podcasts |
“We wanted to make it very accessible, on all levels,” explained WDF Head of Beauty & Luxury Goods Debbie Ansell. “We wanted a space that wasn’t intimidating, where passengers felt welcome and at ease to browse, try and buy.”
Physically, Cocoon is spacious, softly-lit and inviting. The colour-scheme features neutrals and pale pastels; while the easy-access curved fixtures sit atop cool limestone flooring.
At the entrance is a large “tester table”, complete with stools and mirrors, where travellers can sample the products on offer and if they wish, seek advice from consultants. The staff are knowledgeable and enthusiastic, without being overbearing or intimidating.
“This gives us a great opportunity to showcase a mix of product: hi-tech and organic, familiar and less well-known”, added Ansell.
Those brands include familiar name such as Origins, Biotherm, Shiseido and La Prairie, complemented by brands never or seldom seen in travel retail, such as Stri-Vectin, Sisley, Thalgo, This Works, Ren, Dr Lewinn’s Private Formula, Vaishaly, Dr Sebagh, Decleor, Korres and Dermalogica.
Domestically, Dermalogica is a well-known salon brand. The facial on offer is described as a hydrating pre-flight prep treatment. It features the company’s signature Face Mapping Analysis, and includes a hand/foot massage.
Skin and body care products form the core Cocoon offer, but the store carries a selection of colour and fragrance items from selected brands too. Men’s products are also stocked, but there is no stand-alone men’s area.
“We have had plenty of men coming into the store and buying,” Ansell concluded. “But it is fair to say that Cocoon is geared more towards women and making them as comfortable and relaxed as possible.”
WDF plans to roll out the Cocoon concept to other terminals, and other airports, as and when appropriate space becomes available.
Note: The Moodie Report.com has created a new section dedicated to the fast-growing well-being category. To see our archived stories dating back to 22/02/06, please click here
Please send all well-being stories to Rebecca Mann at Rebecca.Mann@TheMoodieReport.com or Martin Moodie at Martin@TheMoodieReport.com
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