Heathrow and Avolta relaunch Redefine Your Beauty campaign

Heathrow has partnered with Avolta to relaunch its Redefine Your Beauty campaign, bringing immersive beauty experiences, exclusive travel retail offers and personalised wellness services to passengers across all four terminals.

Summary:

Heathrow and Avolta have launched the return of the Redefine Your Beauty campaign, delivering immersive beauty and wellness retail experiences across all four airport terminals.
Passengers can enjoy exclusive travel retail offers, personalised beauty treatments, interactive brand activations and premium gifts with purchase at World Duty Free stores through 5 October.
The campaign supports Heathrow’s strategy to enhance the passenger experience through innovative retail partnerships, experiential shopping and future-focused airport commercial development.

Heathrow – a Corporate Partner of the FTE Digital, Innovation & Startup Hub – has partnered with Avolta to launch the return of its Redefine Your Beauty campaign, bringing together some of the world’s leading beauty brands for an immersive beauty and wellness focused retail experience across all four terminals.

Running 5 October, the campaign sees Heathrow once again partner with Avolta to offer passengers immersive beauty experiences at its World Duty Free stores, exclusive travel retail offers and premium gifts with purchase.

“Following the success of its debut last year, we are delighted to bring Redefine Your Beauty back to Heathrow this summer,” said Nancy Stewart, Head of Duty Free, Luxury, Fashion and Shopping Services, Heathrow. “This campaign demonstrates how we continue to evolve our retail experience, working closely with Avolta to bring together world-leading beauty brands, exclusive travel retail offers and immersive experiences that add value for our passengers and help make every journey better.”

For 2026, Redefine Your Beauty showcases a new campaign, creative look and feel across the airport and in stores, and includes bespoke beauty branded focus sites where customers can purchase and discover more of their brand favourites.

From skincare consultations and express beauty treatments, to fragrance discoveries and interactive brand activations, passengers will also have the opportunity to claim 10% off when spending £50 or more on beauty products using vouchers available in store and digitally. Alongside these experiences, the campaign highlights the strong value available across World Duty Free, combining exclusive travel retail offers, promotional savings and gifts with purchase across a broad selection of leading beauty brands.

Throughout the campaign, passengers visiting Terminal 5’s Personal Shopper Lounge are invited to enjoy a range of complimentary beauty experiences. Highlights include Elemis’ ‘Glow Before You Go’ LED mask treatment to refresh and boost skin radiance before travelling, Elemis ’Activate Flight Mode’ facial treatments designed to replenish tired skin ahead of a journey, and Sisley’s express eye, hand and make-up treatments created to combat the effects of travel. Travellers visiting later in the campaign can also experience Augustinus Bader’s ‘Velvet Hands Treatment’, offering a moment of relaxation before take-off.

The campaign reflects Heathrow’s long-term ambition for future expansion, which would create more opportunities for premium retail and experiential spaces, delivering an even better experience for passengers.

“Redefine Your Beauty is about giving travellers more reasons to discover and engage with beauty while they are at the airport,” said Eve Fifer, Avolta’s Commercial Director in the UK. “By working closely with Heathrow and our brand partners, we can bring together new launches, exclusive products and personalised services in a way that adds something to the journey, rather than simply creating another shopping opportunity. Following the strong response last year, we are pleased to build on the campaign across our World Duty Free stores this summer.”