L’Oréal erects Maison Lancôme at Beijing Airport

By Charlotte Turner |

L’Oréal Travel Retail Asia Pacific opened a 150sq m ‘Maison Lancôme’ at Beijing Airport Terminal 3 in February.

 

Lancôme believes this is an important milestone; the podium is the biggest and most prominent in Asia (nearly four times the size of previous Absolue podiums).

 

“Beijing Airport is the perfect strategic location to welcome Maison Lancôme, as one of the busiest airports worldwide and in Asia (since 2010, Beijing Capital Airport became the 2nd airport in the world for its global traffic- international and domestic). Terminal 3 is also the biggest airport terminal in the world (98 hectares),” says L’Oréal.

 

The Maison Lancôme features a spacious skincare consultation area, which includes a skincare analysis machine, which the beauty house says is proving to be an effective sales tool.

 

Lancôme pop up in Dubai Airport.

 

‘STAR OF THE BRAND’

To highlight the ‘star of the brand’, a special focus on Advanced Génifique features an exhibition of the ‘iconic little black bottle’. “Retail excellence is demonstrated by the eye-catching staging of Absolue and Absolue L’Extrait which is sure to seduce customers in search of luxury, prestige, and cutting-edge technology,” says Lancôme.

 

Dedicated make-up and fragrance discovery areas allow customers to experience the new La vie est belle Eau de Toilette, as well as the latest make-up products and techniques.

 

Lancôme says that Maison Lancôme at Beijing Airport ‘pioneers the brand statement showcase’ of Wonderland in Asia Pacific, inviting customers to experience the magical world of Lancôme in 3D.

 

In January 2014, during the Chinese New Year traffic peak, Absolue was showcased for the first time ever in travel retail Europe, Middle-East and Africa in a never-seen before dedicated pop up store in Dubai.

 

“It was the occasion for travellers to discover the Absolue world, which has embodied Lancôme’s ethic of excellence for half a century now,” says L’Oréal. “The most advanced technologies, the most powerful ingredients and the most sophisticated textures are used in this range, so symbolic of the perfect alchemy of luxury and Science.”

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