Luxury Swiss skincare house La Prairie is redefining the airport experience with its Art of Beauty Lounge at Sydney International Airport, offering travellers a moment of indulgence before they board. The brand’s first permanent airport skincare destination in Australia officially opened in 2023, following the success of a temporary activation in 2019.
Retail Beauty previously reported on La Prairie’s initial partnership with Heinemann Australia, which ran from April to September 2019. The pop-up was met with overwhelming praise, offering passengers a taste of the brand’s signature pampering in the departures terminal. Four years later, La Prairie responded to continued demand by launching its flagship Art of Beauty Lounge in Terminal 1.
With the peak European travel season in full swing, Retail Beauty caught up with Freya Watson, La Prairie’s ANZ Education Manager, to learn how the lounge is performing post-pandemic.
“We opened our Art of Beauty Lounge in 2023, after the success of a pop-up concept in 2019,” Watson explained. “Having a facial at the airport was incredibly well-received by travellers and prompted us to open a more permanent space within the Sydney International Airport.”
The lounge provides international travellers with bespoke facial treatments in a serene, spa-like setting—designed to prepare skin for the stresses of long-haul flights. In March 2024, the offering was expanded. “We expanded our treatment menu to include 30-minute facials, complementing our original 45-minute offerings,” Watson shared. “These shorter treatments are available across all four La Prairie Collections. Designed to hydrate and soothe the skin, each facial prepares guests for the unique challenges of air travel—such as dry cabin air, changes in light exposure, pressure, and temperature—while delivering a deeply relaxing and luxurious experience.”
The Sydney location remains La Prairie’s only Australian lounge of its kind, though a sister site operates at Singapore Changi Airport. “Both offer a highly customised spa service accessible to all international travellers,” said Watson. “Featuring a welcome lounge and two private treatment rooms, luxury facials in the Art of Beauty Facial Lounge follow a skincare consultation where clients can fully personalise their experience, from choosing music to complement their beauty journey, to the selection of pressure and scent to immerse all their senses.”
Treatments begin with refreshments and a personalised consultation, followed by deep cleansing, facial massage, and targeted application of La Prairie formulas. “The client is invited to relax and experience the ultimate treatment bed,” she added.
Customer feedback has been overwhelmingly positive. “Guests express great appreciation for the opportunity to refresh and hydrate their skin prior to boarding,” said Watson. “Long-haul flights are well known to be particularly taxing on the skin, making the chance to replenish and prepare beforehand especially valued. Furthermore, given the often-extended dwell times at the airport, guests welcome the ability to utilise this time in a purposeful and revitalising manner.”
She added, “Several guests have also noted that this service introduces an element of luxury and tranquillity to what can otherwise be a stressful pre-flight experience. We keep close track of the boarding time for our guests, as they often are fully immersed in the pampering experience and we ensure that they don’t miss their flight.”
The lounge also serves as a brand-building touchpoint within the travel retail environment. “The Art of Beauty Lounge has played a significant role in enhancing brand visibility and engagement within the airport environment,” Watson said. “As the only brand to offer this kind of service in Australia, La Prairie enjoys a unique opportunity to offer travellers both a relaxing start to their travel along with beautifully hydrated and radiant skin.”
And while La Prairie remains discreet, the lounge has become a magnet for notable personalities. “We’ve had many celebrities, media and our own VIP clients through the lounge,” Watson confirmed. “While we maintain full discretion to protect all guests’ privacy, the presence of these influential visitors further highlights the prestige and allure of this much sought after experience.”
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