World Duty Free launches Passport to travel-retail

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This week sees the launch of a new Passport colour cosmetics line in World Duty Free (WDF) stores at London airports Gatwick south and Heathrow terminal 3

The range is currently being trialled in high footfall areas, for example behind the tills, and adjacent to other brands with youth appeal such as Calvin Klein and Armani Cosmetics.

Passport is the result of a partnership between WDF and beauty executives Meredith McGann and Erin Cotter, some of the commercial brains behind the Urban Decay brand. WDF said Passport has been designed specifically for aged 18+ female travellers. The innovative packaging is slim, compact and portable - perfect for travellers on the move. Further benefits for frequent travellers include active ingredients such as vitamins and antioxidants. The mistake-proof cream and velvety powdered colours are easily self-applied and blended with fingers.

As part of the marketing strategy for the brand, WDF said it will be working with Passport to help it grow in the competitive arena of colour cosmetics. WDF head of buying Nigel Keal said "With Passport products being named after various destinations and modes of transport, the brand really speaks for itself. The range has been similtaneously launched at [London department store] Harvey Nichols and is another step in the right direction for World Duty Free."