The Estée Lauder Companies, in partnership with 3Sixty Retail, opened an innovative retail concept last week in Dallas Fort Worth International Airport – Terminal D Departures near gate 25.
The new concept features offerings by four of its brands that are particularly popular with Millennial and Gen Z consumers, BECCA, Too Faced, Bobbi Brown, and Glam Glow.
A first-of-its-kind concept for The Estée Lauder Companies and travel retail, the retail space epitomizes the ever-evolving model of the store, with merchandising driven entirely by consumer insights.
Additionally, the space is constructed to be fluid so everything from the layout and signage, down to the brands and products, can be adapted to match industry trends on an ongoing basis.
Products fall into four categories consumers are presently demanding most while traveling: “I forgot”, destination, hydration, and gifting.
Currently, holiday gifting focused endcaps make it convenient for travelers to find the perfect presents while on the go.
Innovative in-store technology allows customers to interact with the brands through screens that can instantly share social media posts, curated by hashtags and product power reviews.
Digital screens are used to display each brand carried at the store and are easily adjustable to keep up with trending products, seasonality, and even time of day.
The space’s first concept focuses on the holidays with #GiftingOnTheGo. The Estée Lauder Companies partnered with renowned pop artist Donald Robertson who designed the campaign’s holiday creative. Featuring original illustrations by the artist, visitors to the store will be immersed in Robertson’s holiday vision.
Those who spend over $49 will also receive a limited-edition Donald Robertson-designed make-up pouch available exclusively at the concept store at DFW Airport.
Travelers can discover a collection of the perfect gifts for the holidays. Some highlights include:
Glam Glow Super Mud – A clarifying mask with six exfoliating acids and activated charcoal to instantly and visibly clear pores and clarify the complexion.
BECCA Pearl Glow Shimmering Eye Palette – A limited-edition eye shadow palette featuring 3 brand new versatile finishes–Pearlescent, Luminous and Matte.
Too Faced Better than Sex Mascara – An intensely black, volumizing mascara with an hourglass-shaped brush that separates, coats, and curls each lash to voluptuous perfection.
Bobbi Brown Crushed Lipstick – Bobbi Brown combines the look of a lipstick with the feel of a balm in an ultimate swipe and go formula.