Trbusiness. The travel retail Trbusiness. The magazine for global retail and duty free professionals.New beauty concept launches in Paris Charles de Gaulle
By Andrew Pentol |
Société de Distribution Aéroportuaire, the joint-venture comprising Group ADP and Lagardère Travel Retail runs the new 600sq m beauty concept.
The new beauty area at Paris Charles de Gaulle T2E (Hall K) was unveiled yesterday (28 March) in the presence of Groupe ADP Chairman and Chief Executive Officer Augustin de Romanet and Lagardère Travel Retail Chief Executive Officer Dag Rasmussen.
Participants also witnessed the inauguration of the new JCDecaux Paris Airport Digital plaza.
The New Age BuY Paris Duty Free beauty concept spans more than 600sq m and is operated by Société de Distribution Aéroportuaire, the joint-venture comprising Group ADP and Lagardère Travel Retail.
This concept is part of an ambitious DF&TR expansion programme at Paris’ Charles de Gaulle and Orly Airports which will see the creation of a flagship terminal in T2E.
According to a joint-statement issued by Groupe ADP, Lagardère Travel Retail and JCDecaux, it will offer customers a smooth, simplified and multi-experience journey. Brands can also promote their know-how and expertise while encouraging the purchase experience and customer interactions.
REINVENTING BEAUTY
Reinventing beauty which is at the heart of the ultimate Parisian shopping experience is the initial ambition for the new project which is “breaking the mould” on design and codes traditionally encountered in airports.
It is also offering passengers a new beauty experience based on three pillars: expertise, entertainment and service.
New BuY Paris Duty Free services such as an in-store barber and make-up stations, for example, will unite the entire make-up range to meet the needs of international passengers.
Groupe ADP Executive Director and Customer Director Laure Baume said: “We owe it to our passengers to offer them the best possible shopping experience, best welcome and best products, so that in the end they have the best memories of the time spent in our terminals.
New brands have been added to complete the customer experience.
“Airport sales are a vital element in the Groupe ADP strategy. Sales business turnover (rent from airside and landside shops, bars and restaurants, banking and exchange, car rental businesses and turnover linked to advertising) was up 2.2% in 2017 to €459m ($565m).”
Rasmussen added: “The new Beauty concept in hall K of Terminal E corresponds to a customer philosophy at the heart of all our work. Service is the cornerstone to this concept.
“This beauty space lets passengers enjoy the ultimate experience, thanks notably to exclusive digital entertainment and personalised ranges and services.”
New brands will be introduced to complete the customers experience.
These include Sulwhasoo, La Roche Posay and Avène, Vichy, Furterer and Moroccanoil (hair care), Aqua Di Parma, Atelier Cologne, Margiela, Dyptique and Le Gemme Bulgaria (perfumes), House 99, the brand launched by David Beckham and L’Oréal and Urban Decay and Bobby Brown (make-up).
DIGITAL PLATFORM
With new age beauty deemed the epitome of “Phygital” in airports, combining the advantages of actual shops (personalised customer care, advice and expertise) and digital to go beyond products and skill of staff, JCDecaux Airport Paris is to install Europe’s biggest duty free retail digital platform in T2E.
The new 80sq m digital oasis consists of two state-of-the-art digital screens which will be seen by passengers before arriving at the New Age Beauty concept.
Integrated into the architecture of the T2E shopping area, the digital platform will help drive purchases in the new Parisian shopping area.
The screens will ensure maximum visibility to a strategic audience of global shoppers with an average dwell time of over two hours.
JCDecaux Chief Executive Officer Jean-Charles Decaux commented: “La Place Digitale (The Digital Square) allows us to make a decisive leap forward with our digital strategy within Paris Airport.
“The platform’s unique format redefines communication in the airport and gives brands the opportunity to showcase campaigns that are as spectacular as they are memorable.
“With La Place Digitale, JCDecaux Airport Paris is delivering on its mission: making Paris Aéroport one of the most digital and successful airports in the world.”
T2E alone welcomes 22m passengers every year, of which 60% are international and 33% business travellers.
The new state-of-the-art JCDecaux screens will ensure maximum visibility to a strategic audience of global shoppers.
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