BEAUTY REPORT: M1ND-SET
Skincare buyers ‘most discerning’ in beauty aisles, m1nd-set reveals
In the dynamic beauty realm, skincare buyers display a higher propensity to pre-plan and compare duty free prices than the global shopper. TRBusiness outlines some key findings courtesy of research from m1nd-set’s Business 1ntelligence Service (B1S).
G
lobal duty and tax free sales jumped by 8.1% to total $68.6bn in 2017,
according to preliminary figures from Generation Research. In Asia Pacific, beauty grew by
19.9% to $14bn as the category cemented its position as the fastest growing and most lucrative in the industry. According to *research provided
by m1nd-set exclusively to TRBusiness, 23% of total travellers visited the beauty sections at airport duty free stores with 9% opting to purchase – translating to a 41% conversion rate. In turn, m1nd-set found that the
majority of beauty visitors tend to spend two to three hours at the terminals before departure, with 82% browsing the stores very often and 35% purchasing products regularly. When it comes to demographics,
beauty buyers are male and female (51% and 49%, respectively), with 48% classed as middle-aged travellers
(aged 43 years-old on average), are frequent travellers, and fly predominantly in economy class. Perfume buyers are mainly males
(61%) as opposed to the majority of skincare and makeup buyers who are females (58% and 71%, respectively).
Skincare: 88% pre-plan Compared to other DF&TR categories, the majority of beauty buyers pre-planned their purchases (83%), versus 81% of overall duty free buyers. At 88%, the amount of buyers
in the skincare category that pre- planned their spends was even more conclusive. Breaking it down further, 52% of
global beauty buyers chose their purchases before leaving to the airport – a notable uplift on the 45% of overall duty free buyers. Beauty buyers are also noticeably
prone to online touch points of purchase (90%) compared to duty free buyers overall (88%).
Meanwhile, 42% were more likely
to notice touch points while booking their trips, with 38% discovering purchases through discussions with friends and family members. On a usage level, makeup products
are more likely to be bought for self-use (65%) and fewer buyers in general are likely to spend on beauty products for gifts compared to general duty free purchases (30% and 37%, respectively). When it came to price sensitivity,
global beauty buyers are more likely to compare prices (61%) than global duty free buyers (57%), with this holding particularly true for skincare buyers (72%). «
*Consumer insight sourced from m1nd- set’s Business Intelligence Service (B1S) according to approximately 25,000 interviews conducted at airports per year since early 2016.
A total of 19,512 beauty visitors globally were surveyed during 2017 and H1 2018.
JUNE 2018
TRBUSINESS 33
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