Travel retail highlights

Paying homage to the joy of international travel

There is high ambition on display at YSL Beauté and JATCo’s (Japan Airport Terminal Co) aviation-themed animation at Tokyo Haneda Airport.

Immersive, interactive and phygital, it features “groundbreaking design elements that have never before been seen in the world”, according to JATCo – including a life-sized aircraft-inspired design.

The ‘All Hours Airport’ pop-up installation opened on 13 December and runs until the end of January. It highlights the L’Oréal-owned beauty brand’s new All Hours Cushion Foundation, which offers a lightweight and hydrating long-wear formula.

The animation takes travelling shoppers on an immersive journey which offers playful phygital elements, including a first-class makeup cabin, a destination flip board and a golden light-tunnel.

Guests begin their experience at the ‘self-check-in’ counter where they are given a bespoke greeting, before receiving a three-minute makeup consultation courtesy of YSL Beauté. Their journey continues through the ‘security check’ where they can scan their YSL Beauté luggage tags to receive a gift.

The pop-up features a personalised beauty and fragrance zone with its ‘Make it Yours’ bar. Here, guests can choose their own designs for YSL Beauté’s Mon Paris fragrance and select their own caps for their Rouge Pur Couture lipstick tubes. As a final flourish, guests can also have their names engraved on their purchases. The All Hours Airport experience is completed with a bespoke gift wrapping service.

Fittingly, this impressive activation pays homage to the joys of international travel in modern ways, namely digital interactivity and personalisation.

Attending the traditional ribbon-cutting ceremony were (from left to right): YSL Beauté Travel Retail Asia Pacific Marketing Manager Fran Law; YSL Beauté Travel Retail Asia Pacific Area Manager Nicolas Schoutteten; Tokyo International Air Terminal Corporation Vice President of Sales & Marketing Hideki Sugimoto; Japan Airport Terminal Co Executive Officer & Deputy Senior Vice President of Passenger Terminal Operation Department Hitoshi Adachi; Chinese model and actress Yiran; L’Oréal Travel Retail Asia Pacific YSL Beauté General Manager Emily Coleman; TMA Company President and CEO Shogo Ando; and TMA Company Retail Manager Isuzu Matsuo

Actress and style icon Yiran – known for her role in Chinese drama Never Stand Still – was a celebrity guest at a launch event for the pop-up

The Moodie Davitt eZine

Issue 275 | 23 January 2020

The Moodie Davitt eZine is published 20 times per year by The Moodie Davitt Report (Moodie International Ltd).

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