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

High ceilings, neutral walls, black drape curtains – it’s the studio space you’d imagine, but better. We get so giddy when we walk in – the realisation that we’re about to see all the inner workings of the shots that’ll be produced over the course of the week. The agency team’s ready to rock with uber-large lenses on standby and props galore – not to mention a massive cinema-style screen to project the backdrops that set the scenes. Plus, as we’re covering the Christmas and Spring editions, the corner we Jet2ers (Publications, Content and In-Flight Retail) sit in is decked out with fake snow, a frosted tree, electronic candles and silver baubles. Tubs of choccies are in the mix too – don’t mind if I do!  

The sets

Full camera and lighting rigs dictate the amount of room that’s used for each shot. I’m always amazed at what goes into creating the most epic, stunning environments for the images. This time round, we also have faux furs, finer-than-fine glitter and a timber chalet causing a visual stir. The brief being hygge vibes means oodles of textures and layers for the ultimate in R&R, plus snowy iterations for the run-up to 25 December. Some florals for spring too? But of course. And yes, chiselling away at products impactfully frozen in ice is our showstopping way of ringing in the new year. That Jet2shop chef’s kiss.   

The products

It’s easy to get obsessed with all our bestsellers, but we keep adding new kids to the block as well. That’s where the fabulously floral Marc Jacobs Daisy Wild Eau So Intense and uber-cosy, all-wrapped-up Rabanne Fame The Couture Edition come in! We also have a stocking filler in the form of the By Terry Starlight Glow Bauble, which even has a handy hook for hanging on the tree.  

As timeless classics go, the light-texture Clarins Essential Care Double Serum remains popular – and so does Benefit Ticket to Benetint. Talk about staples. The Elemis Superfood Midnight Facial and Prai Ageless Throat and Decolletage Creme are hits with you readers too. We still can’t get enough of trending-fave sets Sol de Janeiro Brazilian Beija Flor and Delícia Drench either. And if there’s one thing I’m personally not over being in our range, it’s Jo Malone English Pear & Freesia in its travel-friendly bottle – the dream. 

The finished articles

Fragrance, aftershave, skincare, make-up, jewellery, watches, spirits… All the shots are done, and they’re turned into editorial feature formats that house my words. Such a great, fulfilling feeling – and we know you can’t resist reading 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!