
Lancôme has partnered with DFS to open a stunning new beauty designation at LAX’s Tom Bradley International Terminal (TBIT), offering a luxurious haven for travelers seeking elevated beauty experiences. The new store design, which opened on June 1, 2024, was inspired by Lancôme’s innovative “Rose Agora” concept, and invites travelers on a seamless customer journey through an engaging and opulent environment.
“Our new Lancôme Rose Agora look, now live from east to west, invites travelers on a discovery journey into our 3 categories, presenting an uplifted beauty routine proven by science and powered by beauty tech, with a personalized service that greets all to our positive stories and emotions,” says Martin Ortiz de Rosas, Brand General Manager for Travel Retail Americas.
The Rose Agora design, which celebrates the brand’s iconic rose, blends elegance and modernity. Digital screens showcase Lancôme’s latest campaigns, newest products, and hero offerings. This immersive retail experience continues in-store, with cutting-edge technology that provides personalized service.
“We are delighted to partner with Lancôme to present this reimagined counter at DFS, Los Angeles International Airport,” said Quentin Chan, General Manager, DFS Los Angeles International Airport. “The enhanced space offers our discerning customers an elevated, interactive experience to explore Lancôme’s extensive array of luxury beauty offerings. This aligns perfectly with our ongoing mission as the world’s leading luxury travel retailer to create unforgettable retail moments for our customers at every point of their journey.”

The store is designed with both efficiency and indulgence to meet the needs of busy travelers. Dedicated areas showcase travel-exclusive products and quick pick-up items for those on a tight schedule. Conversely, travelers with more time to explore will discover inviting spaces for leisurely browsing and personalized consultations.
For example, the store’s Shade Finder technology takes the guesswork out of finding the perfect foundation shade. This advanced tool analyzes skin tone and recommends the ideal shade match from Lancôme’s extensive foundation range.
Curious travelers are encouraged to discover Lancôme’s world of beauty through thoughtfully curated, self-shoppable displays. A central gondola invites guests to discover Lancôme’s latest fragrance and skincare innovations. The centerpiece embodies the brand’s commitment to sustainability, crafted with 100% eco-designed materials, incorporating 50% recycled plastic, while elevating the experience with an air of luxurious sophistication.
L’Oréal envisions a bright future for travel retail and beauty, with increased travel interest and growth anticipated to 600 million new consumers by 2030. The company says that it aims to create unique and unforgettable experiences. The evolving retail landscape, driven by technology and omni-channel experiences, requires brands to constantly innovate.