Chances are, you’re about to be traveling somewhere for the holidays. If you’re flying, there’s also a chance you’ll find yourself in DFW Airport, perhaps in Terminal D. If so, Estèe Lauder Companies is there for you (near Gate 25, to be exact) with a new retail concept designed to be whatever you need it to be — at least in terms of beauty.
Debuting yesterday with four Estèe Lauder Company brands (Too Face, BECCA, Bobbi Brown, and Glam Glow) the store will be ever-evolving. Everything from layout to signage can be easily changed to adapt to new trends and merchandise will be driven by customer insights.
Naturally, things are kicking off with a holiday theme. Artist Donald Robertson (aka @drawbertson) illustrated some very fun signage (a welcome visual to break up the monotony of DFW Airport). Grab-and-go presents will be stocked for last-minute shoppers. (Pro tip: a sheet mask makes an excellent gift.) There’s also a section of the store that I hope will remain for my next visit to Terminal D: “I Forgot.”