Lancôme unveils biggest South America flagship with Sao Paulo duty free store

In partnership with Dufry, shoppers can virtually try-on the L'Oreal-owned brand's hero products including Hypnôse Mascara, Teint Idole Ultra foundation and l’Absolue Rouge lipstick

Lancôme Travel Retail Americas is restoring some sparkle to the travel retail sector with the opening of its latest duty free store in Brazil, its largest flagship to date in South America.

Opening in Sao Paulo International Airport in partnership with Dufry, the brand aims to offer travellers a personalised, unique and immersive retail experience while also being mindful of consumer safety concerns amid the Covid-19 pandemic, according to the L'Oreal-owned brand.

To reflect this shift in shopping behaviours, 43sqm store offers digital solutions including a virtual try-on tool, powered by artificial intelligence (AI), allowing shoppers to safely try-on Lancôme’s full range of make-up products.

Shoppers can browse the brand's best selling fragrance and skin care products, with dedicated tables for its La vie est belle fragrance and Advanced Génifique anti-ageing serum, as well as tech-powered sharing tables displaying its colour cosmetics collection including Hypnôse Mascara, Teint Idole Ultra foundation and l’Absolue Rouge lipstick.

Meanwhile, shoppers can personalise their purchases through an engraving service and wrapping stations, while the store is also offering exclusive travel retail sets and other novelties.

After a turbulent year, the travel retail sector is beginning to take off again with L'Oreal stablemate Kiehl's and K-beauty giant Amorepacific unveiling new duty free destinations in recent months.

This latest opening follows Lancôme's debut hotel partnership last December with two locations in Hainan, China, which aimed to entice visitors to the brand's physical and online stores in the region with special offers for the festive season.