L’Oréal Travel Retail has partnered with Lotte Duty Free to open a 23sq m counter at the Lotte Hotel in Seoul.
The counter, based on Armani’s “from fashion dress code to beauty dress code” concept, is the first in travel retail to showcase the brand’s new retail expression. The space, which features curved lines and an open feel, allows customers to try the brand’s products and services.
From fashion dress code to beauty dress code: The counter features splashes of red, inspired by the iconic lipstick colour Rouge #400.
The counter enables customers to discover a complete beauty dress code through make-up and skincare (dress code for lips, dress code for face) and perfumes (fragrances dress code). Giorgio Armani Face Designers also offer customers tailor-made advice.
Lotte Duty Free Merchandising Innovation Team Merchandising Director Jeffrey Davis said: “We are very pleased to open the very first Giorgio Armani Cosmetics beauty concept counter at Lotte Duty free. It breaks the rules of retail standards in travel retail as it is fully customer-centric enabling each customer to play with the products and indulge in the full universe of Armani.
“The revolutionary design sets itself apart from all of the other beauty counters with its signature red and black design and fabric swatches above the foundation bar that ties back to Armani’s runway fashions. Sales have already improved since opening and you can see the smiles and joy from customers that love the new look and freedom to navigate in a more playful manner.”