A new Beauty Hub at New York’s LaGuardia Airport ‘blurs the line between physical and digital through an array of unique digital elements’, L’Oréal Travel Retail Americas has declared.

Situated inside The Bowery Bay Shops retail precinct at the new LaGuardia Terminal B arrivals and departures hall, the Beauty Hub offers a wide range of iconic *beauty brands.

Developed in partnership with Marshall Retail Group, design agency Fitch, creative agency We An Idea and digital partner Conex, the L’Oréal Beauty Hub houses two large screens displaying travel-relevant messages and advertising, and a central transparent LED screen inviting travellers to personalise products.

Meanwhile, light and modular gondolas display bestsellers curated by category: skincare, make-up, fragrances and airport exclusive products.

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Drawing on L’Oréal’s ModiFace AI-powered virtual experience technology, travellers can test make-up products and receive a tailor-made skin diagnostic.

A selection of grab-and-go products for the busy traveller are showcased at the front of the store.

Yannick Raynaud, Managing Director, L’Oréal Travel Retail Americas said: “This breakthrough and disruptive retail concept aims at providing the American frequent traveller with truly memorable and convenient experiences.

“A curated traveller-centric offer, fully digitalised, ever-changing and adapting, so convenient and yet so exciting with bespoke on-the fly- services.

“Only L’Oréal beauty tech capabilities & experience, and its unique and rich portfolio of brands could welcome all the diversity of travellers going through LaGuardia.”

David Charles, Chief Operating Officer, Marshall Retail Group added: “Marshall Retail Group is continuously seeking new ways to evolve the retail model and bring freshness into the airport, and we’re thrilled to partner with L’Oréal Travel Retail Americas for the innovative beauty travel retail concept they’re offering passengers.

“The opening of the Beauty Hub – New York, inside The Bowery Bay Shops expands retail possibilities and will provide visitors with yet another incredible shopping experience as they travel through LaGuardia Airport Terminal B.”