Pre-pandemic, back in 2019, La Prairie collaborated with Heinemann Australia offering a luxury pampering experience for travellers commuting through Sydney International Airport Departures, which ran from April through to September 2019.
Four years later, in April 2032, the leading international Swiss brand opened the first permanent luxury beauty lounge and skincare destination in Terminal 1.
Featuring a welcome lounge and two private treatment rooms, services in the Art of Beauty Lounge follow a skincare consultation where clients can fully personalise their experience, from choosing music to selecting massage pressure and scent and then a beverage. The luxurious treatments are designed to last 45 minutes pre-flight for the ultimate sensorial journey.
Clients are offered a treatment from the Platinum Rare, Pure Gold, Skin Caviar or White Caviar Collections that best suits their skin’s concerns.
There are also a number of express services offered at the counter which include eye massages and hand and arm massages, as well as consults with a Beauty Advisor.
Retail Beauty caught up with Rosi Fernandez, La Prairie Managing Director Australia & NZ, to find out more:
Tell us about the collaboration with Heinemann:
La Prairie is the only brand to hold two locations in Heinemann Duty Free, alongside the La Prairie retail space in the cosmetic area. The Art of Beauty Lounge embodies the values of our house, with the best of Swiss design and products together with the dynamically visual art by NZ born-Australia-based artist, Dion Hortsman. La Prairie has a desire to offer the highest luxury experience in international travel with signature treatments that can be booked on-line and in advance prior to your flights’ departure – a destination and offering we are extremely proud of and thrilled to offer all.
Was La Prairie The Art of Luxury successful in 2019?
Yes, the Art of Luxury was very successful in proving that people wanted to enjoy elevated pre-flight treatments. The installation was extremely popular leading to many requests for treatments even after it ended. It also proved that the airport itself is part of the journey, a place where you can shop and be pampered making the experience memorable.
Was the 2019 a trial run for a more permanent fixture?
Yes the 2019 execution, was a test to prove that there was demand. We learned that clients wanted privacy, luxury and comfort. They also wanted the security of booking ahead of time, to plan their time at the airport. This was all taken into account in the new lounge which offers which offers a sanctuary from the stress and noise of the airport. The suite itself is heaven, from the bespoke furniture, to the bed that you want to stay in for hours. The treatments are booked online and in advance, so they can feel confident that their appointment is reserved and is open to all travellers. The lounge gives the luxury of time to stop and be present, before embarking on a flight, which we know from Australia can be very long and sometimes stressful. Long haul travel is taxing on the skin, these treatments offer guests the opportunity to better protect their skin, achieve a state of relaxation and arrive more refreshed and glowing at their destination.
How did the pandemic impact plans for La Prairie at Sydney International Airport?
During the pandemic, the Australian government took the decision to close the borders. This impacted airport retail which was closed for almost two years. We took the decision to only invest in this new luxury destination when travel started again.
Do La Praire beauty lounges already exist in other countries?
There is a La Prairie lounge at Singapore Changi Airport, however, this is the first for Australia and New Zealand. Sydney is the biggest airport in the region and Heinemann is a very supportive business partner, making this the best location for a luxury lounge. Given the extensive interest, I am not ruling out more in the future.
What types of travellers are seeking beauty lounge treatments?
What we have noticed is how diverse the guests in the lounge have been. We initially expected that audience would be La Prairie devotees and those wanting to try the brand. What we have found, is that there is a great demand for this type of immersion. From people who are wanting to indulge and look after their skin pre-travel, to others simply wanting a quiet moment of luxury to begin their trip.
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