THE WHAT? Lancôme Travel Retail Americas and Dufry have partnered to open the biggest Lancôme flagship in South America.

THE DETAILS The 43 sqm store opened in Sao Paolo International Airport’s Terminal 3 at the end of January and boasts eye-catching screens as well as tech-powered sharing tables to encourage product discovery in a COVID-compliant way.

There’s also an engraving station for bespoke gifting, and a wrapping service is provided in store.

THE WHY? The L’Oréal-owned brand is relying on technology, such as its AI-powered Virtual Try-On tool, to deliver retailtainment and boost sales in lieu of testers in this no-touch era.