Love Airport Beauty

Boots, BTs, Selfridges or Harvey Nic’s - we all have our favourites for beauty essentials before a trip. With the proliferation of online beauty retailers, it’s becoming a race to the bottom. Travel retail beauty needed to differentiate itself customer experience to retain its tiara.

Our challenge was to create a global marketing campaign for duty free operators ARI that could reach and engage an audience intending to travel. A big idea that could flex to different markets, beauty products and channels.

We zeroed in on the insight that, for most women, the airport's beauty counter is the highlight of the journey.

The hard part is behind you: check-in and security are cleared. This is the fun bit! The testers, the mirrors, dousing yourself in five different perfumes so the person next to you on the plane thinks you’re the goddess of flowers and essential oils. So why not fully embrace this experience for all it’s worth and wait to get your travel beauty essentials here? Travel can be tough but… We LOVE airport beauty.

The campaign rolled out across the entire ARI store estate involving targeted pre-travel digital and OOH, retail takeovers, point of sale, digital signage and social.