New York-born brand Fresh is set to make its mark with the opening of the brand’s first travel retail counter in Europe inside World Duty Free at London Heathrow Airport. This launch marked another milestone in Fresh’s global expansion strategy in building a stronger portfolio in Europe.
Continuing to prioritise its international growth, Fresh says it chose “to propel the brand into World Duty Free as our first key start in Europe bringing the long-term, multi-channel partnership while establishing our position as a luxury beauty skincare brand in Europe.”
Located in Heathrow’s Terminal 3, the Fresh counter at World Duty Free aims to offer travellers a relaxed, unique customer experience and extensive selection of the most sought-after natural skincare products, forging the Fresh expression in the market.
The Fresh counter at World Duty Free has been designed in the same spirit as the Fresh flagship store in New York City’s Union Square, providing an environment where guests are not simply shopping Fresh but experiencing it. The elevated retail concept brings Fresh’s iconic collections to life, including Rose Hydrating Skincare, featuring formulas infused with real roses; Black Tea Age-Delay Skincare, based on an ancient remedy cultivated in China; and Crème Ancienne Skincare, the ultimate in age-delay inspired by the world’s first cream.
In order to elevate the brand, the counter design was inspired by elements that link to Fresh’s core brand codes: a bakery (artisanal and sensorial), a kitchen (community and hospitality), a library (tradition and knowledge), and an alchemistic lab (research and innovation). To evoke these elements, special details that reflect them were included in the decor, for example an entire wall showcases custom-created artisan tiles adorned with Fresh’s signature Sugar pattern.
These meaningful details come together to form interactive destinations where Fresh guests can play, discover, and dream, for instance, the Lip Bar, where they can experience the award-winning Sugar Lip Treatment Collection and pick their favourite shades. In addition, the shop will feature rotating gourmand-themed experiences to highlight new launches and bring Fresh collections to life.
