A NEW RETAIL FOOTPRINT
Making a statement in travel retail
In late September, during Milan Fashion Week, L’Oréal Travel Retail Europe, Middle East, Africa, India (EMEAI) partnered with Avolta to debut the first Prada Beauty airport counter in global travel retail at Milan Malpensa Airport.
Located in Terminal 1, the counter is the first to offer the complete Prada Beauty collection in travel retail. It features Prada’s signature mint-green hue with a black-and-white chequered tile floor. The vibrant counter encourages makeup and fragrance exploration with expert Beauty Advisors on-site to help travellers discover the brand’s expanded beauty offering.
The counter highlights Prada Beauty’s power as a multi-axis brand and showcases its diverse portfolio of fragrance, skincare and makeup products. Some of the fragrances on the counter include Prada Paradoxe, Luna Rossa, Les Infusions and the Olfactories.
(Left) L’Oréal Travel Retail EMEAI General Manager Flavien de Paillerets and (centre) Avolta Head of Beauty EMEA Romina Gabarro officially cut the ribbon of the Prada Beauty counter
Travellers can shop Prada Beauty’s skincare and colour cosmetics lines and achieve runway-inspired beauty looks with the help of expert Beauty Advisors
L’Oréal Travel Retail EMEAI General Manager Niels Juhl commented: “We are extremely proud to launch Prada Beauty in Dufry as the first store in travel retail worldwide, right on time for the Milano Fashion Show. This collection launch in our new impactful corner reasserts our long-term partnership with Dufry and opens new perspectives of beauty in travel retail.”
“It is an honour to get the chance to work side by side once again with L’Oréal, this time to launch the beauty collection of such a special brand for the first time in travel retail,” added Avolta Head of Beauty EMEA Romina Gabarro. “Milan Fashion Week is the perfect setting and we are delighted to be able to showcase this new space as part of our offer for visitors coming from all over the world.”
The triangular shape of the Prada logo is a recurring motif throughout the store
An interactive olfactory table takes travellers on a multi-sensory journey through the brand’s masculine and feminine fragrances
The Milan store perfectly highlights the triple-axis portfolio of Prada Beauty
PRADA BEAUTY LANDS IN SAMARITAINE PARIS
The following month, L’Oréal Travel Retail opened the second Prada Beauty counter in Samaritaine Paris in partnership with DFS Group. The counter is the first in France to offer Prada Beauty’s skincare and colour cosmetics collection.
A digital screen showcases the latest Prada Olfactories campaign
A dedicated area highlights the Prada Reveal Foundation which is available in 33 inclusive shades
In addition to the newly launched Prada Skin and Prada Color collections, key fragrance franchises such as Prada Paradoxe, Prada Luna Rossa, Prada Les Infusions and Prada Olfactories are also offered in the counter.
“DFS is proud to have partnered with Prada Beauty on their first counter in France at Samaritaine Paris Pont-Neuf by DFS, to provide a luxurious, avant-garde vision of beauty activated by tech and encapsulated by Prada’s DNA to our customers,” commented DFS Group Senior Vice President Beauty Amael Blain.
“As a company with a long history of collaborating with the world’s most prestigious luxury brands across its global network, DFS expects that the new Prada Beauty counter at Samaritaine Paris Pont-Neuf by DFS sets new heights of unparalleled, customised beauty experiences for luxury travellers.”
Travellers can discover the Prada Les Infusions line through touchless fragrance discovery
Vibrant Prada scarves decorate the fragrance bottles, creating a strong link between beauty and fashion house
L’Oréal Travel Retail Europe, Middle East, Africa, India General Manager Niels Juhl added: “We are extremely proud to launch Prada Beauty at la Samaritaine Paris Pont-Neuf as one of the pioneering stores in Travel Retail EMEAI.
“This new collection launch within our compelling space affirms our enduring partnership with DFS and the introduction of Prada Beauty stands as a testament to our commitment to excellence and innovation.”
Spotlight Series – February 2024