MAKEUP & HAIRCARE
A bold makeup offer
For many beauty lovers, makeup is a form of artistry and self-expression. This is especially true for Gen Z and Millennial shoppers — demographics with growing importance in the travel retail space — who value creativity and individuality above all.
At the Global Beauty Plaza, The Estée Lauder Companies shines the light on two makeup brands, MAC Cosmetics and Bobbi Brown, which have vastly different makeup philosophies. MAC Cosmetics is described as ‘the ultimate colour authority’, while Bobbi Brown is all about achieving a flawless natural look. Both brands’ stores are elevated with beauty tech elements that include Virtual Try-On and interactive play tables, encouraging shoppers to sample different products and experiment with different looks.
Welcome to MAC’s newest flagship boutique introducing the brand’s new store design concept
MAC Cosmetics has established itself as ‘the ultimate colour authority’. MAC Cosmetics has artistry at its roots, inclusion and diversity at its core and a commitment to transforming society through its iconic VIVA GLAM philanthropic programme.
In spring 2024, MAC will open a vibrant flagship boutique in Block C store which will introduce a new store design concept with dramatic infinity mirror detailing and MAC product heroes defining the interior.
Showcasing the brand’s mega-franchises, the store will feature a MACximal Silky Matte Lipstick wall, Studio Fix Foundation wall and Hyper Real skincare wall – which will immerse consumers in new and dynamic architectural expressions from the brand.
On display are some of the brand’s mega-franchises, including the Studio Fix Foundation wall and Hyper Real skincare wall
Dramatic infinity mirror details and MAC product heroes define the interior
In-store, consumers will have the opportunity to virtually try-on makeup looks, eye and lip colours, identify their foundation shades and find skincare products for their needs. A dedicated selfie wall will also be available for consumers to take photos after makeup services. A new MAC ‘Gifts for All’ wall bay and tabletop displays will help guide consumers to create personalised gifts with special decorative boxes and wrapping paper. This is in addition to custom onsite printing, which enables customers to further personalise their gifts and purchases.
The store design concept will also showcase a premium material palette using sculpted marble throughout to create an enticing, luxurious and vibrant experience when entering the store. The MAC Makeup Studio is also available with adjustable lighting and plush seating to accommodate makeup demonstrations and services.
“MAC’s newest Global flagship store in Haitang Bay places consumers at the centre of our MAC universe, with stunning hero product distortion and a premium personalised experience. New expressions of our Studio and MACximal franchises take centre stage in a luxurious store design that amplifies MAC’s product offering and celebrates our industry-leading makeup artistry.”
MAC Cosmetics Vice President of Global Retail & Brand Experience Shawn Mackinnon
Bobbi Brown
Founded in New York in 1991, Bobbi Brown pioneered a natural approach to makeup that rallied everyone to not only be who they are – but own how they look.
Everything starts with skin for a fresh, healthy-looking glow and builds from there with multitasking products, easy how-tos and undertone-correct shades that look like skin, only better. Bobbi Brown is a brand that creates beauty for every real-life moment.
The Bobbi Brown store in Block C offers the brand’s first-ever play table in travel retail to encourage product discovery, facilitate consultation and enable link-selling. A new, semi-private Brow Studio is also available for personalised artistry service offerings and one-to-one customer engagement.
With a clear store layout, there is a traffic-stopping central video column that will display dynamic content to enhance the brand’s storytelling and a dedicated space to highlight seasonal launches, collections and travel retail-exclusive offerings.
Shoppers can discover Bobbi Brown’s hero products and get one-to-one consultations from makeup artists at the central play tables, the brand’s first in travel retail
Visitors can choose from a menu of services – including Bobbi Brown’s face, lip and brow services – available in the semi-private Brow Studio
Haircare: A category with limitless potential
While the perfumes & cosmetics category is the most-purchased category in travel retail, haircare is still a relatively niche category in the channel.
The Estée Lauder Companies’ Aveda brand has been present in the channel since 2009 and has been a strong driver for the haircare category’s growth over the years. Its store at the Global Beauty Plaza is a testament to the category’s potential in the channel.
Aveda
Crafted with care for people and planet, Aveda creates vegan, plant-powered high-performance products for hair, skin and body using botanical technologies and green chemistry, combining the principles of modern science and Ayurveda, the ancient healing art of India.
Aveda’s store features a sustainable concept designed for guests to take a break from everyday chaos
The new Aveda store in Block C features an innovative design that takes haircare to the next level. Notably, this includes a ‘Press Pause’ area designed for guests to take a break from the chaos of everyday life.
A ‘Head Spa’ is a noteworthy feature. Here, guests can indulge in personalised spa experiences with comprehensive scalp consultations, including analysis using a scalp camera. An interactive digital screen and Chakra station provide guests with an engaging opportunity to explore different Chakras, while a display shelf allows for trial experiences, enhancing the overall sensory journey.
Aveda’s Global Artists are on standby to help guests choose products with confidence, adding a personal touch to their styling routine.
The store offers a Head Spa where guests can indulge in a personalised spa experience with comprehensive scalp consultations
An interactive digital screen and Chakra station provide guests with an engaging opportunity to explore different Chakras. A display shelf allows for trial experiences, enhancing the overall sensory journey.
Spotlight Series – March 2024
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