Duty free and travel retail have as yet untapped potential for beauty brands, according to a new study. Industry association TFWA surveyed 1,000 consumers at four key airport locations worldwide.
The results of the survey revealed that more than half of beauty consumers plan their visits to counters at travel locations. Seven in ten of these consumers plan which items they will buy with a small proportion buying both planned and impulse items in store.
TFWA believes these shoppers could be encouraged to purchase additional impulse products alongside their planned purchases with the use of promotions and marketing.
Half of beauty shoppers find the idea of travel retail exclusives but only three in ten notice these offers in the beauty hall. Value for money was the key appeal of these deals for 64% of consumers while 49% liked opportunities to buy something that wasn’t available elsewhere.
31% of consumers visited the beauty hall while looking for a gift, and one in four shoppers said that gift options would encourage them to buy more beauty products in the future.
Erik Juul-Mortensen, President at the TFWA, said: “While three out of ten airport shoppers visit beauty, just 14% purchase, which means that under half are converted from browsers into buyers. This is lower than alcohol, confectionery or tobacco, demonstrating that there are plenty of opportunities to drive sales in this important category.”
