Getting the star treatment in-store

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Martin Moodie
Martin Moodie is the Founder & Chairman of The Moodie Report.

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This just may rank as the look of the year. No I’m not talking about the male shop assistant; I’m talking about the expression emanating from the Rita Hayworth lookalike at Athens International Airport earlier this month.

‘Smouldering’ they used to call such looks in the golden age of Hollywood. And indeed the movie industry was the inspiration for Hellenic Duty Free Shops’ innovative ‘Beautywood’ event in its renovated fragrance and cosmetics and Folli Follie stores at the airport.

Three modern-day incarnations of Rita Hayworth, Marilyn Monroe and Brigitte Bardot were available to be photographed in-store with travellers, to dispense beauty advice – and, by the looks of it, to entrance male staff.

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The industry often refers (unwisely in our view) to its ‘captive’ audience. ‘Captivated’ would be a much greater status to achieve. We’re not sure what happened with the customers in Athens but definitely there was at least one male shop assistant who reached that exalted condition.

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