The "global shopper"

Chinese travellers love to shop in airports

One of the key motivations for purchase is gifting for loved ones, and perfumes and cosmetics from luxury brands are top of the list. © Corbis

Chinese travellers love to shop in airports

One of the key motivations for purchase is gifting for loved ones, and perfumes and cosmetics from luxury brands are top of the list. © Corbis

Professionals in a hurry, occasional tourists or frequent flyers… Every day, millions of people take the plane. They are all potential consumers for Travel Retail. Customers from very varied cultures and with different expectations, but who share a common aspiration for luxury and beauty: as is evident in the rise of "new luxury consumers" from the emerging zones of China, Russia, Korea and Brazil above all.

Understanding and satisfying these nomadic consumers in all their diversity is at the heart of the L’Oréal Group's strategy on this circuit.

Understanding men, for example, who represent 56% of travellers and for whom the Travel Retail circuit presents an opportunity to purchase cosmetic products for themselves or as gifts, in a situation where they are the most "open".

Understanding Chinese consumers, who also appreciate shopping in airport boutiques and continue to increase their spending (+63% in 20111). They buy many products there, often as gifts for people close to them, including many beauty products that are of particular interest: with an average shopping basket of beauty products of US $161 in 2012, which is continuously on the rise1.

1 source CIR TFWA Chinese Passengers Shopper Beauty 2012

Did you know?

 

1/ The two biggest Giorgio Armani Cosmetics boutiques in the world (by sales) are both located in the Dubai Airport. This airport has long since established its image around shopping, luxury shopping in particular. In these boutiques, the "Privée" collection, the most exclusive Giorgio Armani perfume line, achieved record sales with, on average, nearly 30 perfumes sold each day (at an average price of €180).

2/ The Japanese are the number one buyers of beauty products in the Honolulu Hawaii airport. In total, they represent nearly 60% of the international passengers of this airport1. Consequently, the Group's beauty advisers are trained to provide a Japanese-style service, which includes the ability to speak Japanese.

1 source Paxsmart 2012

3/ Chinese travellers devote more than 80% of their budget to shopping (in Travel Retail or at the place of destination). This average budget is estimated at €14,5001.

1 source Global Blue survey 2012