Estée Lauder Travel Retail has unveiled its NEW Double Wear Stay‑in‑Place Foundation across global travel retail, marking the next chapter of the brand’s iconic Double Wear franchise. Designed to deliver long‑lasting performance wherever the journey leads, the new, modern matte foundation debuts in key airports and travel retail locations around the world including Hainan, London, Bangkok, Macau, and Dublin.
Experiential Retail at The Double Wear Playhouse in Sanya, Hainan
Estée Lauder Travel Retail partnered with China Duty Free Group to present “The Playhouse of Dreams” pop‑up at CDF Sanya International Duty-Free Shopping Complex Global Beauty Plaza (Block C), which was open to the public throughout May 2026. Spanning two high‑traffic locations within the complex, the pop‑up brought the new Double Wear Stay-in-Place Foundation to life through playful, visually striking spaces and interactive discovery – from personalized consultations to striking installations, including a shade-inspired ball-pit swing, AI photo experience, and gamified elements including a claw machine to drive engagement and footfall.
The pop-up was open to the public throughout May 2026
The pop-up includes personalized makeup consultations and shade matching services
The campaign also extended beyond retail through a collaboration with Rosewood Sanya in Haitang Bay, where Estée Lauder’s Double Wear Stay-in-Place Foundation was integrated across key guest touchpoints – from sampling at check-in to branded poolside environments and curated wellness experiences.
Driving Recruitment and Experience at London Heathrow Airport Terminal 3
At London Heathrow Terminal 3, Estée Lauder Travel Retail delivered a high-impact, service-led pop-up, driving recruitment and conversion at scale through a traffic-stopping consumer experience. The Double Wear Service Menu was at the heart of the activation, with personalized consultation driving engagement and discovery. A tiered, travel retail-exclusive Gift-with-Purchase strategy drove trade-up, with the Stay-in-Place bracelet bringing the long-wear benefits to life in a memorable way. Cross-category storytelling encouraged full-regimen purchase, unlocking incremental spend and creating memorable travel moments.
The Double Wear pop-up experience at London Heathrow Airport Terminal 3
Stay‑in‑Place jewellery, a Travel Retail Exclusive Gift-with-Purchase
Personalized shade matching services at London Heathrow Airport Terminal 3
Service-Led Experiences in Bangkok, Macau, and Dublin
Activations continued across key travel retail locations, including service-led pop-ups at Thailand’s Suvarnabhumi Airport, Four Seasons Macau, and Dublin Airport Terminal 2. The experiences helped consumers identify their ideal Double Wear match through personalized services, supported by immersive elements and strong visual merchandising. In Thailand and Macau, market-exclusive beauty blender Gift-with-Purchase offerings added a personalized touch and enhanced the overall travel experience.
The “Made for More” Pop-up at Four Seasons Macau
Personalized shade-matching at Kingpower Duty Free at Thailand’s Suvarnabhumi Airport
Estée Lauder Travel Retail x Stanley 1913
As part of the campaign, Estée Lauder Travel Retail Asia-Pacific also introduced a collaboration with Stanley 1913, featuring an exclusive set that pairs the brand’s hero products with a Stanley 1913 Café‑To‑Go Travel Mug and coordinating accessories, designed for life on the go. The set is available at more than 40 Estée Lauder counters across 10 markets in Asia-Pacific.
Estée Lauder x Stanley 1913 Exclusive Set
