In an undisclosed location twice a year, we shoot two new gorgeous editions of our Jet2shop magazines, which you can leaf through at your leisure on your flight. These show off all our tax-free products and duty-free alcohol for sale onboard, and we’ve always got some new faves.

So, come with me, Imogen, the Senior Context Executive who writes the mags, on a behind-the-scenes tour of what the Jet2shop team gets up to.

The studio space

High ceilings, white walls, black curtains – it’s the studio space you’d imagine, in the biggest, best way. And it gets us so excited when we walk in, to see all the glorious shots that’ll be produced over the week. The agency team’s ready to rock with uber-large lenses on standby and lighting galore. Plus, as we’re covering the Christmas 2024 and Spring 2025 editions, the corner we Jet2ers (Publications, Content and In-Flight Retail) work from is all decked out for the festive season, with a tree and tubs of choccies. The most wonderful time of the year, for sure.

The sets

Full camera and lighting rigs dictate the room that’s used for each shot. There are screens put up behind and usually around where the product is at the fore. And I’m always amazed at how draped sequinned fabric, crinkled paper, coloured sheets and more create the most stunning environments for these images. This time round, we also have gold leaf, green plants and silver-petalled branches causing a visual stir. Let’s not forget ALL THAT GLITTER as well to capture the magic of Christmas. Pastels and florals for spring too? But of course.

The products

It’s easy to get obsessed with all the bestsellers we stock – plus, we keep adding new kids to the Jet2shop block. Hey there, four 7ml Carolina Herrera Good Girl Blush Miniatures (yes, in their diddy stiletto bottles) and the handbag-friendly 20ml bottle of Viktor & Rolf Flowerbomb! Oh, and our gorgeous-in-gold cover star for the Christmas edition, Rabanne 1 Million. We also have a stunning, deep red Molton Brown Christmas Cracker, ready to be pulled open to reveal Fiery Pink Pepper, Orange & Bergamot, Flora Luminare and Heavenly Gingerlily mini bath and shower gels.

As timeless classics go, the light-texture Clarins Double Serum remains popular – and so do those ultra-relaxing Space Masks. Talk about de-stressing. The Elemis Pro-Collagen Cleansing Balm is a must, and it’s always a hit with you readers. We also still can’t get enough of trending faves Sol de Janeiro Brazilian Bum Bum Cream and the brand’s Cheirosa 62 Perfume Mist, which you’ll find in both new mags too.

The finished article

Fragrance, aftershave, skincare, make-up, jewellery, watches, spirits… all the shots are done, and they’re worked into editorial feature formats, so that you can read all my words about our lush products! Such a great feeling – and we know you can’t resist reading them when you’re jetting off on your jollies. Wham, bam, glitz and glam – that’s a wrap.

Look out for our Jet2shop magazines in the seat backs of our planes and have a good old browse!