Pop-up meets Out-of-Home

The world’s first Sephora pop-up stores opened at Abu Dhabi International Airport this August until end of October, underlining the strong Travel Retail potential of the capital airport. Indeed, Abu Dhabi Duty Free registered a record 10.5% growth in sales in 2014, with Beauty and Fragrances being the largest contributor to this success, with a 31% share of the total turnover.

The two pop-up stores, located in terminals 1 and 3, provide a wide assortment of beauty products representing Sephora’s own private label range “Made In Sephora” to nearly 80% of the total airport traffic. An extensive advertising campaign on the digital network inside the terminal as well as outside on LED supported the launch of the stores with dynamic and engaging content.