Estée Lauder opens first TR location for Too Faced makeup with DFS in T4, JFK

U.S. makeup brand Too Faced opened its first travel retail counter last week in a space full of sharable moments where customers can dis-cover the latest Too Faced products amid fun-filled experiences.

Located at the DFS store in Terminal 4 at John F. Kennedy International Airport in New York, the opening marks the first of many travel retail locations for Too Faced both in the U.S. and around the world.

The new Too Faced location incorporates experiences to see, smell, and touch, in a fun, inter-active atmosphere that reflects the vision of Co-Founder and Chief Creative Officer, Jerrod Blandino.

To support the grand opening, Nov. 11 –17, the Too Faced Pro Squad will be on-hand at the JFK location offering makeovers to travelers, GWPs with qualifying purchase.

Too Faced products will be available in TSA-approved and travel-friendly sizes.

Too Faced makeup icons that will be the highlight of the new travel retail location include:

Born This Way – A complete line of complexion products including 30 foundation shades and 20 shades of the just launched Super Coverage 4-in-1 Concealer; Hangover – Replenishing primer and setting spray infused with hydrating coconut water to help erase the signs of jet lag, and Better Than Sex, the number one-selling prestige mascara in America, says the company.

With this new shopping experience, Too Faced hopes to introduce new customers to the brand and offer existing fans an opportunity to purchase their favorites in a fun, new duty free setting, says the company, which was acquired by Estée Lauder two years ago in November 2016.