‘Customer-centric’ Giorgio Armani counter opens at Lotte Hotel
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L’Oréal Travel Retail has partnered with Lotte Duty Free to open a 23sq m counter at the Lotte Hotel in Seoul.
The counter, based on Armani’s “from fashion dress code to beauty dress code” concept, is the first in travel retail to showcase the brand’s new retail expression. The space, which features curved lines and an open feel, allows customers to try the brand’s products and services.
From fashion dress code to beauty dress code: The counter features splashes of red, inspired by the iconic lipstick colour Rouge #400.
The counter enables customers to discover a complete beauty dress code through make-up and skincare (dress code for lips, dress code for face) and perfumes (fragrances dress code). Giorgio Armani Face Designers also offer customers tailor-made advice.
Lotte Duty Free Merchandising Innovation Team Merchandising Director Jeffrey Davis said: “We are very pleased to open the very first Giorgio Armani Cosmetics beauty concept counter at Lotte Duty free. It breaks the rules of retail standards in travel retail as it is fully customer-centric enabling each customer to play with the products and indulge in the full universe of Armani.
“The revolutionary design sets itself apart from all of the other beauty counters with its signature red and black design and fabric swatches above the foundation bar that ties back to Armani’s runway fashions. Sales have already improved since opening and you can see the smiles and joy from customers that love the new look and freedom to navigate in a more playful manner.”
Questions & Answers
Q.What is unique about the design of this new Giorgio Armani counter?
What is unique about the design of this new Giorgio Armani counter?
It is the first travel retail space to show the brand's new retail expression, featuring curved lines and an open feel. Its revolutionary design includes signature red and black elements and fabric swatches above the foundation bar, linking to Armani's runway fashions.
Q.What services do customers receive at the new counter?
What services do customers receive at the new counter?
Customers can try the brand's make-up, skincare, and perfumes, discovering a complete beauty dress code. Giorgio Armani Face Designers are also available to offer tailor-made advice to customers.
Q.How has the counter performed since it opened?
How has the counter performed since it opened?
Sales have already improved since the counter opened. Jeffrey Davis noted that customers appear joyful and appreciate the new look and the freedom to interact with products in a more playful manner.
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