L’Oréal Travel Retail Americas has joined up with Dufry to unveil the biggest Lancôme flagship store in the beauty label’s South America retail estate.

The 43sq m shop is situated at the international departures area of São Paulo-Guarulhos International Airport (GRU) Terminal 3.

Large digital screens invite travellers to enter the immersive space where they can enjoy a bespoke gifting experience via a wrapping station and engraving station for selected products.

Fragrance and skincare bestsellers such as La Vie Est Belle and Advanced Génifique are displayed on prominent fixtures.

Meanwhile, popular makeup brands such as Hypnôse Mascara, Teint Idole Ultra and L’Absolu Rouge adorn tech-powered sharing tables.

In response to changing customer behaviours as a result of the sanitary crisis, attention is being place on flexible, digital alternatives to testing including the ‘Virtual Try-On’ tool powered by AI algorithms. This enables buyers to safely trial Lancôme’s products.

L’Oréal Travel Retail Americas said: “When visiting this brand new store, travelling shoppers will enjoy a bespoke gifting experience through an engraving station for selected products and a wrapping station. They will also discover novelties and exclusive offers such as travel retail sets which are carefully showcased in the store.

“This new Lancôme flagship is a new opportunity to build unique relationships with travellers by offering them premium, exciting, interactive, and immersive experiences through beauty tech innovations, digital services, and in-store personalised ‘retailtainment’.”