Mac Cosmetics, in partnership with Dufry-owned Hudson Group is welcoming domestic and international travellers to a new first-of-its-kind speciality retail concept at Salt Lake City International Airport Concourse A (near Gate A25).
Those spending $49 will receive a free makeup pouch to celebrate the launch of the new concept.
Driven by consumer experiences and trend-led merchandising, Mac says the store design reflects the brand’s celebration of individuality and diversity rooted in the brand credo of All Ages, All Races, All Genders.
The design of the store also reflects the brand’s commitment to improving on the sustainability front and is backed by consumer research, giving traveller’s exactly what they desire, indicated the brand.
Through a ‘fluid and engaging layout’, consumers can grab-and-go with their favourite Mac products and easily access Mac’s artistry expertise.
FLEXIBLE STORE DESIGN
Mac emphasises the store’s flexible design, which allows the store layout, products and digital touch-points to evolve with consumer trends.
Rick Whotte, Senior Vice President & General Manager, Mac & Too Faced, Travel Retail Worldwide, The Estée Lauder Companies said: “Mac Travel Retail has carefully considered what American consumers currently demand most while traveling and we are excited that this store’s innovative design and merchandising delivers on that and more.
“Additionally, as a brand that is committed to making a positive impact, we are glad that we have also been able to implement more sustainable practices with the opening of this store. We are proud to partner with Hudson who have been invaluable in bringing this new Mac experience to life.”
Mac products fall into different zones around the store including What’s New, I Forgot, Gifts, Mac Classics, First Class Lips, Non-Stop Flawless Skin and Custom Eyes.
Digital touch-points across the store include in-store screens and QR code integration, which allow travellers to easily access product information, videos and additional content exclusive to travel retail.
Latest virtual try-on technology will also be available in a dedicated area for customers seeking a no-contact beauty experience.
Roger Fordyce, Chief Executive Officer, Hudson said: “We share Mac’s commitment and vision to delivering elevated retail experiences through innovative collaboration and design elements that showcase environmentally-conscious advancements.
“With the opening of the new Mac store at Salt Lake City International Airport, we are continuing to transform how we grow our business in a way that is beneficial for our company, impactful for our travellers and most importantly, sustainable for the communities we serve.”
Devised with Mac’s signature style, the store’s fixtures, which include responsibly sourced materials where possible, were created using a modular design. This ensures flexibility and allows for fixtures to be easily disassembled, repurposed, or recovered. Low emitting paints were leveraged in the store for improved air quality while adhering to the Mac look and feel.
LED lighting and Energy star-certified displays were used on either side of the space to delight consumers and help reduce energy usage. Statement mirrors featured around the store contain recycled glass, which encourage consumers to try on their prospective purchases regardless of where they are in-store.