Page 11 - CiR - State of the Nation 2018 - Sampler

Pop–ups are still useful executions within airport space and help drive the current ‘masstige’ trend
© Counter Intelligence Retail
“We always say that laughter is the best cosmetic, and this kiosk brings that aspect of the brand to life in an oversized, tangible way – making travellers stop, smile and easily glam up before a flight”
Deny DiFelice, General Manager, Benefit Cosmetics Canada
‘Retailtainment’ and ‘Masstige’ may sound like marketing gimmicks but they are trends driving the aforementioned battleground of terminal pop-ups
Theatrical and experiential
The Benefit Cosmetics Glam Up and Away automated retail kiosks, activated throughout Calgary International, are a nice example of how to engage with passing PAX traffic and drive theatrical and experiential consumption in a clever way. The pop-ups themselves are an evolution of the fixed retail space and this freedom-of-movement is likely to be the next battlefield between global powerhouse brands as they seek to fight for consumer spend in the most densely populated Travel Retail spaces.
Mass marketed prestige
Spurring growth within these brands is also the growing trend of ‘masstige’ – mass marketed prestige that seeks to offer differentiation, personalisation and unique customer engagements. Tiffany’s New York John F Kennedy activation is anchoring their activation against the brand equity they have amassed over the years, from their iconic blue box. The activation is “meant to bring emotion, atmosphere and luxury nuances of a Tiffany’s store and envelope travellers in the Tiffany experience”.
Retailtainment
A Giorgio Armani pop-up, which debuted at Hong Kong International but has found its home in Milan Malpensa, showcases a limited edition Maestro Lipstick and Box tote bags, supported by Uri – a large red gorilla. This is ‘retailtainment’. The pop-up activation has a connected mirror, allowing users to unlock make-up tutorials or to take a selfie (with gifs attached) with Uri in the background.
Impactful pop-up
Puig and Attenza Duty Free have collaborated in Panama Tocumen International Airport for a limited time with an impactful pop-up called Paco Market. The activation looks to deliver on the fun aspect as its vending machine style retail furniture (with grocery baskets, checkout style fragrance bar and selfie-station) engages with shoppers. To drive footfall and conversion, the pop-up also offers travellers the chance to win fragrance samples through a scratch card.
www.counterintelligenceretail.com
Glam Up and Away automated retail kiosk from Benefit Cosmetics
Source: TRBusiness and MoodieDavitt
Chapter 8 Category Trends: Beauty 11