Heathrow – a Corporate Partner of the FTE Digital, Innovation & Startup Hub and a Partner of the FTE World Ancillary & Retailing Working Group – has launched a new experiential retail campaign. The bold new beauty and wellness-focused campaign – Redefine Your Beauty – is running throughout August, September and early October 2025, across all four terminals.
Working in close collaboration with retail partner Avolta through its World Duty Free stores, this is the largest joint beauty event to take place at Heathrow and will introduce travellers to the vast number of beauty brands and offers available in-store, while elevating the passenger experience through immersive beauty activations and exclusive retail offers.
“This campaign is a celebration of all things beauty, wellness and innovation – and is the largest beauty event ever to take place at Heathrow,” said Nancy Stewart, Head of Duty Free, Luxury, Fashion and Shopping Services, Heathrow. “We’re proud to offer our passengers an elevated retail experience that reflects our commitment to making every journey better.”
Travellers will be treated to a multi-sensory journey that blends luxury, innovation and wellness. The campaign includes pop-up experiential zones and innovative retail activations from leading brands in the beauty industry. There will be weekly takeovers from the likes of Clinique, Jo Malone London, Molton Brown, MAC, Charlotte Tilbury, Penhaligon’s, Elemis, Parfum de Marly, Moroccanoil, Memo and La Roche Posay, as well as themed brand events in World Duty Free in Terminal 3 and immersive live, experiential events across all locations throughout the campaign.
Dedicated Beauty Bars in Heathrow’s experiential spaces will offer live masterclasses of popular products, as well as demonstrations of interactive technology such as skin analysis machines and fragrance engraving stations.
In Terminal 5’s Personal Shopper Lounge all passengers have the opportunity to enjoy complementary luxury treatments before their flights, including massages and luxury face treatments from La Mer, Estée Lauder, Elemis and Molton Brown.
A brand-new exclusive offer will also be available. Shoppers spending £200 on three or more beauty items – across skincare, fragrance, suncare and makeup – will receive a free luxury beauty bag filled with products worth up to £200. Elizabeth Arden, Elemis, Benefit, Amouage and Moroccanoil are among the brands featured in the beauty bag, which is available in all main World Duty Free stores and via Reserve & Collect. Heathrow Rewards members can also earn double points (up to 1,000) on qualifying beauty purchases.
Heathrow’s food and beverage outlets will be serving bespoke dishes with a focus on the campaign’s themes of health and wellbeing.
This campaign comes after Heathrow has recently announced a £10 billion private investment plan, which includes creating new space within existing terminals. From smoother journeys to new lounges, shops and restaurants, the changes will make Heathrow a more enjoyable, resilient and efficient hub.
“Redefine Your Beauty is a fantastic example of what happens when great collaboration meets a bold ambition,” said Eve Fifer, Commercial Director UK, Avolta. “Together with Heathrow and our brand partners, we’ve created a campaign that brings beauty to life in new, exciting ways, elevating the passenger experience through immersive moments, exclusive offers, and the very best of global beauty. We’re proud to be part of this milestone event that puts travellers and innovation at the heart of the journey.”
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