La Prairie targets on-the-go consumers with travel retail renovation

The opening is part of major developments at the Swiss airport, and vice president, Corporate & Sales Strategy at La Prairie, Yves Le Breton says it is important for beauty brands to understand what the global traveller wants and needs.

“In the Travel Retail arena, it is all about the global travelling consumer – where is he or she travelling to?  What do they want, in terms of sets and promotions?  What other services would they like to enjoy in a boutique setting?”​ he told CosmeticsDesign-Europe.com.

Engage the on-the-go consumer​

As part of his role in the company, Le Breton is in charge of the travel retail business worldwide, and explains that the skin care firm must understand how it can best engage and communicate with the peripatetic consumer who craves luxury and value in their skincare offerings.

“We’re heavily invested in ensuring the global traveller understands La Prairie has what they want and need,”​ he says.

The layout of the furniture, fixtures and product merchandising lends itself to a variety of areas and ways for La Prairie’s beauty advisors to engage and best service their clientele. 

Customers can experience a consultation from a specialist, or look for their own products with the help of in-store iPads adopted by La Prairie.

Duty-free remodelling​

The new store was renovated following a complete remodelling of the airport’s duty-free stores, operated by the Nuance Group.

“The renovated boutique is a true reflection of the La Prairie world – every surface and fixture speaks to the brand’s DNA.  We couldn’t be more pleased with how the renovations turned out,”​ states Le Breton. 

Speaking on behalf of the Nuance Group, Alexander Anson, commercial director, says, “The opening of this newly renovated luxury boutique reaffirms our strong partnership with La Prairie and our shared vision for delivering outstanding customer experience. This kind of exclusive prestige concept is something today’s travelers truly appreciate.”​

More renovations planned​

The skin care firm expects a positive reaction to its new-look store with both existing and new customers, and plans to build on this with similar stores in other locations.

“We are absolutely committed to opening new and improving existing Travel Retail boutiques in key locations worldwide,”​ adds Le Breton.