The Tom Bradley International Terminal in Los Angeles is accented by a luxury-focused makeup pop-up by Givenchy. The traveler-friendly retail activation is definitely one of noteworthiness as it engages consumers who are waiting for a flight, offering them not only a way to kill the time but also introducing them to high-quality premium products.
Givenchy's makeup pop-up is expected to "strengthen the desirability and attractiveness of [the label's] cosmetics within the market." The temporary retail set-up boasts a few engaging touchpoints, a beauty consultation service, as well as a photo booth that incorporates halo lighting.
The makeup pop-up is built in partnership with production agency Bloommiami. The aesthetics of the shop are made to be extremely compact and the demeanor is tied exceptionally well to the agenda of the traveler.
Photo Credits: Fotobaby
On-the-Go Luxurious Makeup Pop-Ups
Givenchy Engages Travellers Through an Immersive Activation
Trend Themes
1. Luxury Traveler-focused Pop-ups - The trend of luxury brands creating pop-up shops in airports and travel hubs provides an opportunity for immersive and engaging experiences for travelers.
2. Retail Activations for Kill-time Moments - The trend of retail activations in spaces where consumers have downtime, such as airports, allows brands to capture the attention and interest of consumers while they have time to kill.
3. Beauty Consultation Services in Pop-up Shops - The trend of offering personalized beauty consultation services within pop-up shops provides an opportunity for brands to connect with consumers on a more intimate level and showcase the quality of their premium products.
Industry Implications
1. Luxury Goods - Luxury brands can take advantage of the trend of creating pop-up shops in airports and travel hubs to enhance their brand desirability and reach a captive audience of affluent travelers.
2. Travel Retail - The travel retail industry can capitalize on the trend of retail activations in spaces where consumers have downtime, such as airports, by partnering with luxury brands to offer exclusive experiences and products to travelers.
3. Beauty and Cosmetics - Beauty brands can leverage the trend of offering personalized beauty consultation services within pop-up shops to provide tailored recommendations and showcase their premium products to consumers seeking high-quality makeup products.