MAC makes standalone travel retail debut in Australia

By Kevin Rozario 25-Jan-2017

The colour cosmetics brand aims to expand its presence in the sub-continent through its new Adelaide Airport store

MAC has opened its first standalone airport store in Australia.

Parent company Estée Lauder is using Adelide Aiport to expand its presence in the sub-continent, as the brand was only available in the duty-free and travel retail market with a number of concessions.

Consumers will find the 38sqm store prior to security. Lagardère Travel Retail (LTR) will run the store and aims to attract domestic passengers and ‘meeters and greeters’ through its location.

The airport set a new record of 8m passengers in 2016, almost all travelling domestically.

The colour brand has become core to the beauty offer at leading airport retail locations in Europe, and is widening its appeal globally.

Adelaide store shoppers will have access to the full range of MAC products, as well as touch-up make-up services from MAC’s experts.

An interactive ‘play table’, designed to let customers touch and play with the products is also present.

LTR CEO for the Pacific region, Matthieu Mercier, said “We are confident this unique offer will delight each and every passenger travelling through the airport.”

LTR already operates MAC concessions at Gold Coast and Cairns airports in Australia, and Auckland Airport in New Zealand.

MAC is also an anchor for the retailer’s own locally-developed beauty retail fascia, Amuse Beauty Studio, which first launched in 2015 at Sydney Airport, and is now present at three locations both the Sydney and Melbourne gateways.

Sign up for your free email newsletter

In Asia Pacific, LTR operates over 300 outlets in 16 airports, supported by local teams in Australia, New Zealand, New Caledonia, Singapore, Malaysia, Hong Kong, China and India.