The premium Kérastase hair care brand has continued its global travel retail expansion this year with its first free-standing store in the Middle East at Beirut Rafic Hariri International Airport.

 

L’Oréal Travel Retail says Kérastase has partnered with long-time operator at the location, Phoenicia Aer Rianta Company (PAC) to create its new store on the airside after passport control and – most importantly – facing 100% of the airport traffic flow.

 

At the same time, the new counter comprises a ‘spacious’ 28sq m in a store that is designed to convey hair care as ‘the new category’ that no passenger can fail to miss.

 

Commenting, the company said: “The Beirut Kérastase counter was designed to highlight the unique professional expertise of the brand through premium retail expression, showcasing a selection of its best-selling products, including the starified New Aura Botanica range and three-step hair beauty rituals – in addition to travel retail exclusives which might be the perfect gifts to offer.

 

EXPERT HAIR AND SCALP DIAGNOSIS

“The expert hair and scalp diagnosis with a hair and scalp profiler by a dedicated Kérastase hairdresser is provided for travelling customers.”

 

L’Oréal says this allows the retailer to develop the beauty category by recruiting new consumers – both for the shop as a whole and the Kérastase brand.

 

Having just announced that it has won a duty free contract extension for another four years, PAC Management adds that it is ‘very positive’ about this initiative: “We are highlighting on social media that we are the first to launch a Kérastase Free Standing Store in the Middle East airports.

 

“The brand is creating a very good vibe in the airport – Customers are impressed by the size of the corner and the extent of products on offer. The team is highly motivated and totally dedicated to the brand – it feels like they really belong to the brand.”

 

L’Oréal Travel Retail adds that this first strategic move for the brand into the Middle East region is already showing good promise since the store opened last March.