Heathrow, in partnership with Avolta, has launched 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 from today until 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.
For 2026, Redefine Your Beauty will showcase a new campaign, creative look and feel across the airport and in stores, and will include 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 will highlight 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.
Following its debut last year, the campaign demonstrates Heathrow as a leading destination for beauty shopping while showcasing the impressive breadth of brands available through World Duty Free, including passenger favourites Nuxe, Acqua di Parma and L’Occitane.
One of this year’s highlights is the launch of renowned skincare brand Dr Barbara Sturm at Heathrow, which will be available in World Duty Free stores, and will give passengers the opportunity to discover the brand’s science-led skincare range alongside exclusive samples and gifts with qualifying purchases.
Passengers can also experience premium French skincare brand Caudalie, where they can explore their latest products and take part in immersive experiences. This includes a spin-to-win game, with the chance to win exclusive discounts and miniature beauty gifts.
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.
Nancy Stewart, head of duty free, luxury, fashion and shopping services at Heathrow, comments: “Following the success of its debut last year, we are delighted to bring Redefine Your Beauty back to Heathrow this summer. 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.”
Eve Fifer, Avolta’s commercial director in the UK, said: “Redefine Your Beauty is about giving travellers more reasons to discover and engage with beauty while they are at the airport. 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.”
