L’Oréal opens tech-led ‘Beauty Hub’ store at New York La Guardia airport

L’Oréal opens tech-led ‘Beauty Hub’ store at New York La Guardia airport

L’Oréal Travel Retail Americas, in partnership with Marshall Retail Group, has unveiled the Beauty Hub – New York. The store is located inside The Bowery Bay Shops retail area at the brand-new LaGuardia Terminal B Arrivals and Departures Hall.

Capitalizing on L’Oréal’s unique and diverse brand portfolio, the Beauty Hub – New York offers a curated selection of brands addressing the American traveler’s needs and desires, on a wide range of prices and across all categories. From global icons Lancôme, Armani, Yves Saint Laurent and Valentino to American power-houses It Cosmetics and Urban Decay. Furthermore, travelers will be able to find the bestsellers of #1 beauty brand L’Oréal Paris*, #1 makeup brand Maybelline New York*, as well as La Roche-Posay, # 1 dermocosmetic brand worldwide.

“This breakthrough and disruptive retail concept aims at providing the American frequent-traveler with truly memorable and convenient experiences. A curated traveler-centric offer, fully digitalized, ever-changing and adapting, so convenient and yet so exciting with bespoke on-the fly- services.

Only L’Oréal Beauty Tech capabilities & experience, and its unique and rich portfolio of brands could welcome all the diversity of travelers going thru LaGuardia” shared L’Oréal Travel Retail Americas Managing Director, Yannick Raynaud.

A Best-In-Class Digital Customer Experience enabled by the latest Beauty Tech features
The unique traveler-centric concept blurs the line between physical and digital through an array of unique digital elements. Two large screens displaying travel relevant messages and Beauty content of L’Oréal’s unique portfolio of brands greet travelers as they approach the space. At the center a transparent LED screen invites travelers to personalize their products. The center of the retail space is further occupied by light and modular gondolas housing bestsellers curated by category: Skincare, Make-up, Fragrances and Airport Exclusive products. Thanks to L’Oréal’s ModiFace AI-powered virtual experience technology, travelers will be able to conveniently try-on make-up products and receive a tailor-made skin diagnostic. At the store front, a selection of Grab and Go products is displayed for the busy traveler.

“We’re delighted that LaGuardia Airport’s Terminal B will be home to the exciting and innovative Beauty Hub – New York,” said Stewart Steeves, CEO of LaGuardia Gateway Partners, the manager and developer of Terminal B. “This newest offering, located in The Bowery Bay Shops, will provide passengers with the opportunity to shop some of the world’s most famous beauty brands. The Beauty Hub – New York is a fantastic addition to the new Terminal B, combining a best-in-class shopping experience with convenience for busy travelers.”

“Marshall Retail Group is continuously seeking new ways to evolve the retail model and bring freshness into the airport, and we’re thrilled to partner with L’Oréal Travel Retail Americas for the innovative beauty travel retail concept they’re offering passengers,” said David Charles, chief operating officer of Marshall Retail Group. “The opening of the Beauty Hub – New York inside The Bowery Bay Shops expands retail possibilities and will provide visitors with yet another incredible shopping experience as they travel through LaGuardia Airport Terminal B.”

Innovative, Attractive & Sustainable
The sleek and modern design was developed together with design agency Fitch and brought into reality with creative agency We An Idea and digital partner Conex. Innovative, attractive and sustainable are key elements that define the aesthetics of the Beauty Hub. Stainless Steel and scaffold style structure are reminiscent of New York’s architectural archetypes. Combined with pure and translucent materials, and lighting elements like LEDs with different light intensities & temperature to create a Scenography staging of translucency, iridescent effects and reflections.
*Euromonitor 2019 Data


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