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Where beauty becomes an experience: Frankfurt Airport opens huge duty-free beauty store

Where beauty becomes an experience: Frankfurt Airport opens huge duty-free beauty store

“Take your senses on a journey”: this is what the new Frankfurt Airport Retail (FAR) beauty shop, located in Terminal 1 B-Non-Schengen, invites travellers to do.

FAR, a joint venture between the retail company Gebr. Heinemann and the airport operator Fraport, sets new standards in terms of range, service and experience with this shop. Browsing its 855 square metres, passengers can choose from a variety of exclusive beauty brands and products, embedded in a world of digital entertainment.

A world full of beauty experiences

FAR’s “world of beauty” is located directly behind the airport’s security controls and can be seen from afar: large screens on the outer facade display the motifs of the “Take your senses on a journey” campaign as moving images.

Inside the shop, passengers can experience over 30 brands, which present their products in a personalised manner with their own furniture and design. These include Kiehl’s, Tom Ford, NARS, Gucci, luxury skincare brands such as La Mer and La Prairie, and niche brands such as Maison Francis Kurkdjian, Acqua di Parma, Jo Malone and Creed.

The “Looklab” turns beauty into an experience: an LED installation with brand and product animations draws attention to this area of the shop. The screens form the shape of a whirlwind. In the “Looklab”, passengers will find trendy brands such as “By Terry” and “Pixi”, which Gebr. Heinemann has recently added to its product range, as well as new category concepts such as “Minis to fly” – products in small sizes – and a lipstick bar where lipsticks can be tried out digitally. The Looklab concept specifically addresses young target groups.

A novelty in Travel Retail worldwide

“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,” says Dirk Mörchen, Managing Director Frankfurt Airport Retail.

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

“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,” says Britta Hoffmann, Director Purchasing Perfume & Cosmetics at Gebr. Heinemann. “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.”

To create a modern, individual appearance suitable for a “house of brands”, FAR arranged a new generation of mid-space furniture in the shop. The furniture features integrated decoration and impulse areas, through which brands and products such as Rituals, Biotherm and Dr. Barbara Sturm can be attractively presented. Another keyword is sustainability. The furniture is modular and can be used flexibly. It can be adapted to different requirements and used again and again.

Building a bridge to the next shopping experience

Another element of the beauty area is a special-offer section from the luxury food product segment. This area bridges the gap to the neighbouring FAR Duty Free shop, which offers a wide range of spirits, wines, tobacco and sweets.

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