Heinemann introduces Airport Specials promotion at Frankfurt

Tina Milton

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Gebr Heinemann unveils Airport Specials promotion to push travel-retail beauty exclusives

Gebr Heinemann is looking to increase beauty sales at its Frankfurt airport B-East shop in terminal one with a two-week Airport Specials campaign to promote travel-retail exclusive beauty products. The promotion, which began on April 18 and runs until May 2, will be repeated for a month in June.

The promotion will incorporate products from four beauty brands—Guerlain, Givenchy, DKNY and Lancôme. It will feature a play-and-win wheel, free makeovers and a complementary gift-wrapping service as well as a free gift for consumers who spend more than €50 ($60). Heinemann will continue to promote travel-retail beauty exclusives under the Airport Specials banner on separate gondolas after the campaign ends.

Gebr Heinemann managing director Kay Spanger told RavenFox.com: "The industry calls them travel-retail exclusives, but we need to rethink the language we use to communicate with consumers. What are travel-retail exclusives? Do consumers know what they are? We want to make the message clearer at the airport."