Brand buzz

A snapshot of supplier opinion and brand in-store executions at Samaritaine Paris Pont-Neuf by DFS.


“Rituals is honoured to be present at one of the most beautiful department stores in Paris, sitting amongst a curated selection of some of the world’s most prestigious beauty brands. La Samaritaine is a strategic location for Rituals as we strengthen our position with key consumer groups and continue to grow our footprint in Europe, Asia and beyond. “Through our product assortment, which is aligned with that in our Asia Pacific locations, we hope to drive brand awareness and conversion with the millions of Chinese tourists who visit Paris each year. We congratulate our valued partner DFS on the historic opening of La Samaritaine and look forward to welcoming international consumers to discover our collections when travel restrictions ease.”

Rituals Global Travel Retail Director Melvin Broekaart


“Samaritaine Paris Pont-Neuf by DFS is truly a celebration of contemporary luxury and Luxottica’s presence in this strategic location marks an extraordinary milestone in our long-term partnership with DFS. The personalised fixtures from Chanel and Bvlgari as well as the presence of our top brands like Ray-Ban, Prada and Burberry in this landmark location underline our commitment to DFS as well as discerning luxury travellers. We’re proud to be a part of this historic moment in travel retail and to continue elevating the retail experience for our consumers.”Luxottica Group Global Travel Retail Director Enrico Destro “Luxottica's illustrious brands are a clear reflection of the iconic and inspiring nature of Samaritaine Paris Pont-Neuf and we are honoured to welcome Chanel sunglasses as part of our exclusive sunglasses offering. This evolution in our longstanding partnership further reinforces our commitment to delivering exceptional products to our shoppers.”DFS Group Senior Merchandise Manager Luxury Fashion & Eyewear Audrey Fitte


“The stunning Samaritaine heralds a new beginning for luxury travel retail in Europe. We are very privileged to further strengthen our longstanding partnership with DFS Group and bring our prestige portfolio and skin beauty brands to one of Europe’s premier cities and duty-free shopping destinations. “In homage to the renaissance of this architectural masterpiece, we are proud to present a series of landmark launches including the exclusive debut of Clé de Peau Beauté in France, underlining our commitment to deliver exceptional and differentiated experiences for travellers. “Warmest congratulations to DFS on this magnifique achievement, and we look forward to elevating our partnership offerings in this new chapter of growth together.”Shiseido Travel Retail President & CEO Philippe Lesné Shiseido Travel Retail has revealed six branded areas at the newly-opened Samaritaine Paris Pont-Neuf by DFS. These include counters and corners from Shiseido, Nars, Laura Mercier, Dolce & Gabbana, Clé de Peau Beauté (a first for the French market) and Serge Lutens. “The awe-inspiring transformation of Samaritaine blends the iconic building’s 150-year history with the modern design, brands and retail experiences of today,” says Shiseido Travel Retail Vice President Travel Retail West Vincent Baland. “The diversity of the Samaritaine offering is reflected by the diversity of our brands, making it a global luxury lifestyle destination rooted in the Parisian culture that will appeal to locals and travellers alike. We are excited and ready to welcome consumers this summer with safe and personalised beauty services underpinned by Shiseido’s best-in-class Omotenashi spirit.” Shiseido’s corner dubbed an “holistic house of Japanese beauty”, offers the brand’s best-selling ranges from pillar franchises such as Ultimune, Future Solution LX and Vital Perfection. The corner features a social table which encourages shoppers to experience Shiseido’s formulas through self-interaction or under the guidance of beauty consultants. They can also learn about the brand’s latest product innovations through a digital screen.

Cle de Peau Beauté

Clé de Peau Beauté’s presence — the first in France and launched exclusively in Samaritaine Paris Pont-Neuf by DFS — combines cutting-edge skincare technology with refined French elegance. The store, dressed in Clé de Peau Beauté’s signature navy, white and gold limestone colour palette, features the brand’s best-selling lines and travel retail-exclusive products. It also offers bespoke consultations and specialist services.

A travel retail first approach: The Clé de Peau Beauté space is the brand’s first store in France and was launched exclusively with DFS Group in Samaritaine


The Nars corner is located in the first-floor beauty zone and marks the brand’s first downtown location in EMEA travel retail. It showcases the Nars Lip and Complexion Icons, new launches and travel retail-exclusive lines. A key feature is the Nars YouCam, an interactive digital tool that leverages augmented reality technology to enable customers to virtually try on a wide array of Nars makeup looks.

The Nars YouCam enables customers to virtually try on Nars makeup products in a safe and contactless way

Laura Mercier

Laura Mercier also makes its EMEA travel retail debut with its new corner in Samaritaine Paris Pont-Neuf by DFS. The counter ‘tells the tale of two cities’ and combines the brand’s classic French heritage with the energy of its New York headquarters. The space highlights Laura Mercier’s ‘Flawless Face’ concept with a focus on the Loose Setting Powder and its travel retail-exclusive sets.

The NARS and Laura Mercier counters are the first downtown locations for both brands in EMEA travel retail

Dolce & Gabbana Beauty

Dolce & Gabbana Beauty, the brand’s first beauty corner in France, was inspired by the fashion house’s ‘La Casa’ concept. It houses its popular fragrance lines and a new France-exclusive makeup line. The store features bold colours and warm materials, immersing shoppers into the vividly Italian brand universe of Dolce & Gabbana.

La Casa de Dolce & Gabbana: The Dolce & Gabbana Beauty store is a first for the brand in France

Serge Lutens

The Serge Lutens counter, the first to offer both its fragrance and makeup lines in EMEA travel retail, combines traditional and modern design elements inspired by Serge Lutens’ personal library in Marrakech. The space showcases the brand’s literary roots and offers a curated selection of fragrance books. Each page showcases a key fragrance in the Serge Lutens portfolio through a scented blotter. Each blotter tells a short story and can be taken home as a souvenir.

The Serge Lutens space pays homage to the brand’s literary roots and features ‘fragrance books’ made out of scented blotters


Independent French beauty house Sisley partnered with Fauré Le Page, one of the oldest luxury maroquiniers in the world, to create two leather vanity cases for an exclusive pre-launch at Samaritaine Paris Pont Neuf by DFS from opening day (23 June) to 30 September. The curated items were later introduced to Sisley’s boutiques in Paris, Lyon and Bordeaux. The two Sisley x Fauré Le Page luxury leather vanity cases, one for men and the other for women, can be worn over the shoulder or purchased with matching leather straps. Sisley and Fauré Le Page, representing Parisian excellence in beauty and leathergoods respectively, echo the ‘French touch’ of Samaritaine Paris Pont Neuf by DFS, the partners said. Fauré Le Page was founded in 1717, during the reign of Louis XV. The house was a master gunsmith to seven generations of kings and princes and supplied Louis XVI’s hunting-pieces and Napoleon’s vermeil sabre. Today, the Fauré Le Page family produces luxury bags and accessories, decorated with its signature scale motif. Its flagship boutique is located at 21 Rue Cambon.

Sisley was of many French beauty houses to embrace the opportunity to showcase their wares in the iconic Parisian store

A meeting of French excellence: The two luxury vanity cases were exclusively available at Samaritaine Paris Pont-Neuf by DFS until 30 September, before they were rolled out to Sisley’s boutiques in Paris, Lyon and Bordeaux


L’Oréal Travel Retail EMEAI unveiled a spectacular array of new beauty technology, services and experiences for 17 group brands across 2,500sq m of space at Samaritaine Paris Pont-Neuf by DFS in September. L’Oréal Travel Retail EMEAI Managing Director Gianguido Bianco said: “This new consumer-centric, beauty space provides ‘Beauty for All Travellers’ through a diversified and strong portfolio of L’Oréal brands, unique retail expressions, and tailored, connected experiences enhanced by beauty tech. It is quite literally the best that L’Oréal has to offer in Travel Retail EMEAI.”

Immersive and experiential: Lancôme features its Parisian Apartment concept, YSL carries a layout inspired by its runway heritage while Armani reveals its latest boutique design at the spectacular DFS store

Lancôme, Yves Saint Laurent, Armani and L’Oréal Paris have introduced their latest beauty tech innovations at the store. These include virtual mirrors, equipped with ModiFace technology (an augmented reality and artificial intelligence tool applied to beauty) allowing customers to discover and virtually try on products. L’Oréal brands also offer a tailormade, branded experience in both technology and retail design. Lancôme uses its Parisian Apartment concept, as well as Shade Finder technology to help consumers identify their match of Teint Idôle Ultra Wear foundation. Giorgio Armani, with its boutique oval design, Crema Nera skincare expression, and engraving machine, affords “a distinct brand experience” to each customer, said the company. YSL, with a layout inspired by its runway heritage, introduces a ‘Make It Yours’ station, personalised engraving and a Rate & Review service helping customers discover the new skincare offer.

L’Oréal Paris introduces a shop-in-shop concept that houses travel retail exclusives made for La Samaritaine

L’Oréal Paris has added a shop-in-shop concept housing travel retail-exclusives made especially for La Samaritaine along with the opportunity to personalise purchases through an engraving machine and a dedicated wrapping station.

Mugler, Biotherm, SkinCeuticals and Helena Rubinstein: The latest skincare diagnostics tools presented in stunning branded environments

Helena Rubinstein, SkinCeuticals, Biotherm and Kiehl’s all offer a range of skincare diagnostics thanks to branded tools that assist shoppers to find their ideal routine: Helena Rubinstein with its first Biometric Skin Analysis mirror in Travel Retail Europe, SkinCeuticals with its Skinscope and Biotherm with its Miracle Key tool. At Kiehl’s customers can transfer the Kiehl’s Loves Paris design onto their products with a label customising machine. Customers can discover Mugler fragrances using the latest RFID technology, lifting the fragrance tester and discovering it on the screen. Vichy and La Roche-Posay, as dermatology specialists, benefit from a pharmacist to advise customers.

Personalisation and customisation are key themes of the L’Oréal branded areas; shoppers are offered the chance to transfer Kiehl’s Loves Paris designs onto their products with a label customising machine (left), while (right) the Lancôme ShadeFinder helps consumers identify their favourite Teint Idôle Ultra Wear foundation. Below, dermatology brand Vichy, like La Roche-Posay, employs a pharmacist to guide customers.

L’Oréal Travel Retail EMEAI General Manager DFS Antny Rankin said: “A space such as La Samaritaine demands a level of innovation and services that is second to none to deliver unique beauty experiences to both domestic and international customers. As an industry leader in beauty tech our brand spaces showcase the newest developments in virtual try-on technology, shade finding tools and skincare diagnostics all brought to life by the dedicated beauty consultants on counter.”