DFA repositions beauty across its airport network

As part of a programme of sweeping changes designed to reposition Duty Free Americas’ (DFA) airport locations as luxury environments, the travel retailer is adding new service-orientated, department store-style Beauty Centers across its network where possible. 

The first two opened at the end of March in DFA’s 6,000sq ft (557sq m) store at Miami International airport’s new terminal H and at its extended 7,560sq ft (703sq m) store at New York JFK terminal seven. In the summer another will open at DFA’s new 1,300sq ft (120sq m) store at Boston Logan airport terminal B, which joins the existing 300sq ft (28sq m) store in terminal E. Beauty Centers are also planned at other Miami terminals and at two locations at Washington Dulles airport.

Airports division president Enrique Urioste, formerly CEO of Argentinian operator InterBaires, told DFNI: “These new beauty concepts are designed to make the stores more service-orientated and to get passengers more involved. My experience shows that a strong service offer results in a good return, and that applies whether it’s a beauty makeover, liquor sampling or chocolate tasting.”

The new Beauty Centers will focus on a variety of interactive experiences for shoppers ranging from technical skin analyses to make-up tips, and these will change every 15 days, offering more brands the chance to add theatre to their merchandised product offers. “We are investing heavily in customer interaction, and wherever I have the chance to upgrade, I will introduce more Beauty Centers rather than gondolas,” said Urioste.