Lancôme Travel Retail Americas and Dufry have partnered to open Lancôme’s biggest flagship in South America.
The 43sqm store opened at the international departures area of Terminal 3 of São Paulo International Airport (GRU Airport) on January 31, 2021.
Lancôme’s new flagship features numerous eye-catching screens and embraces the values of the brand – joy, happiness, and generosity –while offering shoppers a personalized, unique, and immersive retail experience.
Fragrance and skincare best sellers, including La vie est belle and Advanced Génifique are given star-treatment on unique “iconization” tables, says the company.
Lancôme make-up pillars such as Hypnôse Mascara, Teint Idole Ultra and l’Absolue Rouge are displayed on tech-powered sharing tables.
Customers’ behaviors have evolved since the beginning of the pandemic, says the company, and the new flagship offers in-store beauty-tech innovations that enables a more flexible, digitalized, and personalized alternative to the former testing experience.
The Virtual Try-On tool powered by AI algorithms, for example, allows customers to test Lancôme’s full range of makeup products safely.
Traveling shoppers visiting the new store will also be offered a bespoke gifting experience through an engraving station for selected products as well as a wrapping station. Novelties and exclusive offers such as travel retail sets are also showcased throughout the store.
Lancôme says that the new store concept delivers “innovations, digital services, and in-store personalized ‘retailtainment.”