Posted by: bluesyemre | July 11, 2021

Frankfurt Airport Retail opens up “world of beauty” with digitally-enhanced store

Frankfurt Airport Retail (FAR), a joint venture between Gebr. Heinemann and airport operator Fraport, has opened a new beauty store in the Terminal 1B Non-Schengen area of Frankfurt Airport.

Located immediately after security, the 855sq m store contains what FAR describes as a “world of beauty”, where travellers can access a wide variety of exclusive beauty products. The store leverages digital capacities to capture travellers’ attention and offer an elevated O2O shopping experience.

Frankfurt Airport Retail Managing Director Dirk Mörchen said: “A pure beauty store of this size, with this brand diversity, this experience factor, this innovative power, and this variety of brand personalisation is unique not only here in Frankfurt, but in the entire Duty Free world of Gebr. Heinemann.”

The outer façade features large digital screens broadcasting the store’s ‘Take your senses on a journey’ campaign visuals. Inside, travellers can shop over 30 perfumes and cosmetics brands – including Kiehl’s, Tom Ford, Nars, Gucci, La Mer, La Prairie – with each one displayed in their own distinctive brand counters.

The store also offers luxury niche fragrance brands such as Maison Francis Kurkdjian, Acqua di Parma, Jo Malone and Creed.

The store’s innovative ‘LookLab’ concept is designed to attract younger customers. At its centre is an LED installation which presents brand and product animations and draws attention to the LookLab zone.

In this zone, customers are able to shop travel-sized ‘Minis to Fly’ products and trendy beauty brands including By Terry and Pixi, which Gebr. Heinemann recently added to its offer. The LookLab section also has a digital lipstick bar, enabling customers to virtually try on their favourite lipstick shades in a contactless manner.

FAR has used new generation mid-space furniture across the boutique. The modular furniture features integrated decoration on impulse areas, where brands such as Rituals, Biotherm and Dr. Barbara Sturm are available.

As the furniture is modular, it can be easily rearranged, reused and adapted to fulfil changing consumer needs, making them a more sustainable alternative to traditional display fixtures.

In addition, the beauty area has a special offer section with a curated selection from FAR’s luxury food offer. The section promotes cross-selling and bridges the gap to the nearby FAR Duty Free Shop, which offers confectionery, spirits and wines and tobacco products.

“At Frankfurt Airport, we are offering international travellers, whose numbers are growing strongly again, a shop concept in a class of its own,” added Frankfurt Airport Retail Managing Director Georg Fuhrmann. “The perfume and cosmetics product group are presented on a new scale here.”

Gebr. Heinemann Perfume & Cosmetics Purchasing Director Britta Hoffman said: “The unique shop welcomes beauty customers not only with a wide and exclusive range of brands, but also with a new furniture and design concept that makes our fabulous assortment shine.

“Also, thanks to the excellent cooperation with our brand partners, we can surprise travellers with a fascinating shopping experience, characterised by a variety of new brands and contemporary concepts such as Clean Beauty and niche fragrances.”

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