L’Oréal enters wine area at Buenos Aires

Tina Milton

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L'Oréal Luxury Products Division has opened a men's beauty area within the wine store at Buenos Aires Ezeiza International airport

The area showcases men's products from its Biotherm and Lancôme Homme ranges as well as offering pre-flight shaving and massage services. The 25sq m (269sq ft) corner, called Express Care for men, has been placed in the 60sq m (645sq ft) wine store located next to the first-class lounge. The area opened earlier this autumn.

"Men are comfortable with wine merchandising so this should give them confidence to look at the men's skincare range in the same area,"said L'Oréal international marketing director travel-retail Jean-Michel Bostroem.

The concept may be incorporated into other airport stores where retailers are willing to share costs to drive profitability, added Bostroem.

More details will appear in DFNI December 15.