# 'Retailtainment' takes off: Kérastase turns Brazilian airports into hubs for diagnosis and brand experience

Kérastase, the L’Oréal Group's luxury brand, has launched House of Gloss at the Guarulhos (GRU) and Galeão (RIOgaleão) international airports, a pop-up that combines AI-powered hair diagnosis, augmented reality and express services.

- Section: Beauty
- Published: October 19, 2026
- Address: https://ceoone.com.br/en/article/retailtainment-takes-off-kerastase-turns-brazilian-airports-into-hubs
- Em português: https://ceoone.com.br/artigo/retailtainment-no-ar-kerastase-transforma-aeroportos-do-brasil-em-hubs.md

![The Kérastase space at an airport, with a structure of white arches, flowers and product displays](https://pub-b80e49b2737940b3ab5d3f20d0578192.r2.dev/artigos/retailtainment-no-ar-kerastase-transforma-aeroportos-do-brasil-em-hubs-foto.webp)

Photo: Courtesy of Kérastase

## Key points

- House of Gloss operates at the Guarulhos and Galeão airports, in partnership with Avolta Brasil.
- The K-Scan diagnosis uses an AI model trained on more than 12,000 scalp images.
- Booking starts before boarding, with ads in partnership with Meta, Uber and LATAM, and customers who buy the products get an express blow-dry.

Developed in partnership with Avolta Brasil (the global leader in travel retail), the initiative is an example of retailtainment: the fusion of shopping, technology and entertainment. The move shows consumer-sector executives that travel retail is no longer a passive convenience channel but a strategic showcase for trial and engagement during the consumer's idle time before boarding.

## An integrated omnichannel journey, from booking to after boarding

House of Gloss was designed as a seamless ecosystem between the physical and digital environments (Online-to-Offline, or O+O). The interaction begins even before passengers arrive at the terminal, through targeted ads in partnerships with Meta, Uber and LATAM Airlines, which let them book appointments in advance on a digital platform.

In the physical space, passengers get a hair assessment with K-Scan technology. The device uses high-resolution cameras with UV, polarized and white light, running an artificial intelligence model trained on more than 12,000 images to diagnose scalp conditions. Customers who buy the recommended products get the Blowout on the Go service, a quick blow-dry adapted to the pace of people about to fly. By combining advance booking, data intelligence and quick services, Kérastase shows how consumer goods companies can capture the attention of high-value customers by reducing friction in the journey.

## Sensory experience and data sharing in luxury retail

Beyond the technical diagnosis, the attraction was designed with elements of hospitality and visual appeal for social media. The space has the Glazed Café, which blends Parisian and Brazilian food, gift giveaways from playful machines and augmented reality interactions with the FFFACE ME platform. The promotion includes influencers such as Franciny Ehlke, Carol Costa and Duda Zanini, who together have more than 20 million followers.

According to Antoine Diwan, General Manager of Travel Retail at L’Oréal Americas, the operation is based on a pioneering data-sharing model with Avolta. This analytical cooperation makes it possible to understand the behavior patterns of international travelers and personalize commercial approaches. For corporate decision makers, this integration shows that collaboration and real-time data exchange between manufacturers and retail operators is essential to maximize the value generated per square meter at physical points of sale.

## Sources and editorial notes

- Reference reporting: Revista Business, Clube AG, Live MKT News, Money Report and Portal G (September 2026).
- Market and leadership analysis: content and analytical context developed by CEO ONE for decision makers and C-level executives.

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