UK. World Duty Free (WDF) is preparing to reveal a raft of new beauty initiatives in the months ahead, as part of its ongoing commitment to innovation and re-evaluation.
On the masculine front, the retailer will unveil a new R&D concept next year in London Heathrow terminal one, in a bid to further leverage the burgeoning men’s market.
The new men’s area will incorporate a cross-sell strategy, to create an all-encompassing offer with which to target male consumers. Accordingly, the “male-oriented beauty development” will be situated between The World of Whiskies and Berry Bros.
It is scheduled to open in May 2005.
The new approach – designed as an R&D tool with which to identify men’s purchase behaviour in a rapidly developing category – will serve as a valuable test bed. The insight generated from the project will help to develop the offer for premium and niche brands in the forthcoming Heathrow T5.
Meanwhile, within T3, a new line-up of specialist beauty boutiques has just opened, located adjacent to the main store walkway.
Brands featured include Chanel (400sq ft), Yves Saint Laurent (375sq ft), Shu Uemura (270sq ft), Armani Cosmetics and Bobbi Brown (both 300 q ft). A 400sq ft Estée Lauder unit will complete the new dedicated areas in January 2005.
WDF Managing Director and Managing Director of BAA Global Airport Retail Mark Riches (pictured) commented: “The developments at terminal three demonstrate how well we’ve worked with our beauty partners to create environments that live up to the glamour and excitement of the world’s greatest beauty brands. We aim to bring together a combination of brand and setting to create a unique experience for the customer.”
Other developments within the beauty category include a complete refit of the main store in T2, bringing the beauty offer to the forefront of the shop, adjacent to a new walkthrough area.
The look will reflect that of the T1 store which was refurbished earlier this year. The T2 refit will be ready in early 2005.
Next year Scottish airports will also benefit from a series of store rejuvenation projects that will enhance the beauty offer. At Edinburgh, for example, the premium portfolio will be expanded to reflect the location’s emerging high-end customer profile.
Within fragrances, WDF opened a new Perfume Gallery last month, in Heathrow T1. The store, which covers 872sq ft, encompasses a new merchandising approach to that of the existing T2 Perfume Gallery.
In a move away from the traditional method of using the brand to display products, the fragrances are merchandised under headings that reflect shopping behaviour or purchase motivators.
There are six key display areas: “˜For Men’, “˜For Women’, “˜Best of’, ‘Value’, “˜What’s Hot’ and “˜Celebrating British’.
“Essentially we’re still very much a branded business; however this new approach helps target an untapped market,” explained WDF Head of Category, Beauty, Nigel Keal. “It offers a convenient solution for customers that want the latest product but don’t want to have to work hard to find it.”
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