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06/21/2021

MAC debuts new retail concept

Marianne Wilson
Editor-in-Chief
Marianne Wilson profile picture

MAC Cosmetics’ new travel store concept is designed for busy travelers — and sustainability.

The beauty giant, in partnership with Hudson, unveiled the new concept in Salt Lake City International Airport.

Driven by consumer experiences and trend-led merchandising, the store design celebrates the individuality and diversity rooted in the brand’s credo of “All Ages, All Races, All Genders,” as well as its commitment to improving its sustainability.

The space features a fluid and engaging layout that allows travelers to conveniently grab-and-go their favorite MAC products and also access its signature expertise. The design is flexible, allowing everything from the store layout to products and digital touchpoints to evolve with consumer trends.

The products are organized into different zones, including “What’s New” and “I Forgot,” along with “Gifts” and “M·A·C Classics.”  Digital touchpoints, including in-store screens and QR code integration, allow shoppers to easily access product information, how-to videos and other content exclusive to travel retail. A dedicated area features the latest in virtual try-on technology available for consumers who want a no contact beauty experience.

Designed with MAC’s signature style, 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. Low emitting paints were leveraged in the store for improved air quality while adhering to the MAC look and feel.

To help reduce energy usage, efficient LED lighting and Energy Star-certified displays were used on either side of the space. Statement mirrors featured around the store contain recycled glass.

“M·A·C 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,” said Rick Whotte, senior VP & general manager, MAC & Too Faced, travel retail worldwide, The Estée Lauder Companies. “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.”