Domestic travel is about to get a whole lot more glamorous thanks to the opening of a new innovator in fragrance and cosmetics retail, the AMUSE Beauty Studio.
The airport-based beauty concept will see luxury, shop-in-store experiences from world-renowned brands including Tom Ford, Hermes, M.A.C Cosmetics, Kiehl’s, Jo Malone, Clinique and more. In addition, top-end fragrances on offer include Creed, Penhaligon’s, Paco Rabanne, Robert Piguet and Amouage.
Opening at Sydney Airports T2 & 3 Airports this month, followed by Melbourne in August, the boutiques concept will also roll out nationally and in New Zealand shortly.
The Hermes store-in-a-store concept is the first in Australia and only the second in the world. In addition to the luxury brand’s classical product selection, the concept will see the Australian arrival of their coveted candles and home fragrance products; the first time such items have been available for purchase outside a Hermes concept store.
Similar store-in-a-store concepts will be offered for Tom Ford, Jo Malone, Bobbi Brown, M.A.C Cosmetics, Benefit, Kiehl’s, Lancôme, Clinique and more.
Developed specifically for the travel retail environment, AMUSE Beauty Studio is aimed at enhancing people’s travel experiences. The stores will offer complementary services such as express makeovers and nails and brows tidy-ups so busy travellers have no excuse not to look their best.
Created by LS Travel Retail Pacific, AMUSE Beauty Studio’s goal is to “make beauty personal” with a sleek store design, says the company’s CEO Matt Mercier.
“We continuously strive to innovate and identify bespoke retail opportunities to enhance our customer’s travelling experience, and AMUSE Beauty Studio is exactly that,” Mr Mercier says. “It’s the first of its kind in Australia offering sought-after prestigious and global brands in a sleek and sophisticated environment and brings with it a world-class retail experience.”
What do you think? Would you welcome airport beauty makeovers?
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