Speaking to guests at the launch, The Estée Lauder Companies Senior Vice President and General Manager, Business Operations Israel Assa said: “We are so pleased to be here to collaborate with China Duty Free Group and Sunrise, to bring the world’s first airport dedicated Re-Nutriv free-standing store.

“CDF-Sunrise Duty Free is an amazing partner and we applaud them and the Beijing Capital International Airport for having the foresight to dedicate multiple freestanding stores to the luxury beauty category. We are all, I’m sure, very happy to have this opportunity.

“Mrs Estée Lauder launched her flagship brand in the US in 1946. The Estée Lauder brand then launched the Re-Nutriv skincare category in 1956. And Re-Nutriv revolutionised luxury skincare at the time. It was the most popular cream of its day. It was launched under the tag, ‘What makes a cream worth US$115?’ If you can imagine the audacity. That price, at the time, was the equivalent to launching something over US$1,000 dollars today.

“The Re-Nutriv brand has been re-launched and rejuvenated a number of times over the past decades to keep up with advances in science and consumer trends,” Assa continued. “This Re-Nutriv store experience is no different.”

Assa said that Estée Lauder had brought several exclusive products and services to CDF-Sunrise Duty Free. A Re-Nutriv travel retail exclusive set, exclusive to Beijing Capital International Airport, features a trio of best-selling Re-Nutriv products. The store includes a gift-wrapping station with an engraving machine where consumers can get the Re-Nutriv Ultimate Diamond Crème personalised as part of their gift service.

The store also features education tools such as a claim table with ‘lift-and-learn’ technology to help educate passengers on Re-Nutriv products. There is also a private area for consultation to provide exclusive Re-Nutriv services, including a regenerating massage for eyes and restorative hand massage treatment.

Assa concluded his words by saying, “Mrs Estée Lauder said that beauty is an attitude. There is no secret. It is clear that CDF-Sunrise Duty Free and the Beijing Capital International Airport have the right attitude towards luxury beauty by dedicating freestanding store spaces which are the ultimate form of brand expression. We are confident that our brands will deliver on the trust that CDF-Sunrise Duty Free and Beijing Capital International Airport has given us.”

THE MOODIE DAVITT REPORT • JUNE 2019