MAC Cosmetics, in partnership with Hudson, has opened a digitally integrated retail concept in the Salt Lake City International Airport at Concourse A.
The MAC products fall into different zones around the store including What’s New, I Forgot, Gifts, MAC Classics, First Class Lips, Non-Stop Flawless Skin and Custom Eyes.
Throughout the store are digital touchpoints, including in-store screens and QR code integration that allow travelers to access product information, how-to videos and a variety of additional content exclusive to travel retail.
A dedicated area will also have virtual try-on technology available for consumers who want a no contact beauty experience.
The store’s fixtures, which include responsibly sourced materials where possible, were created using a modular design that allows for flexibility and can be easily disassembled, repurposed or recovered. To help reduce energy usage, efficient LED lighting and Energy Star certified displays were used on either side of the space.
Rick Whotte, senior vice president and general manager, MAC and Too Faced, travel retail worldwide, The Estée Lauder Companies, said, "MAC Travel Retail has carefully considered what American consumers currently demand most while traveling and we are excited that this store’s innovative design and merchandising delivers on that and more. Additionally, as a brand that is committed to making a positive impact, we are glad that we have also been able to implement more sustainable practices with the opening of this store. We are proud to partner with Hudson who have been invaluable in bringing this new MAC experience to life.”
Roger Fordyce, chief executive officer of Hudson, said, " We share MAC's commitment and vision to delivering elevated retail experiences through innovative collaboration and design elements that showcase environmentally-conscious advancements. With the opening of the new MAC store at Salt Lake City International Airport, we are continuing to transform how we grow our business in a way that is beneficial for our company, impactful for our travelers, and most importantly, sustainable for the communities we serve.”