AFRICA: BEAUTE LUXE
closed and the influx of tourists has clearly stopped. Several predictions were made on a potential return to normal, but we prefer not to speak on this matter and continue to do everything possible in order to improve the situation. One thing is certain, it will take time and it will be done gradually.
How do you feel that governments in Africa have responded to Covid-19? It is evident that Africa has been generally less affected than other continents. I think that a number of hospitals have been able to benefit from the medical advances/lessons learned in Europe and Asia – since they had already experienced the first wave – on the best treatments to administer to patients. Therefore, we can say that the entire African continent has reacted rather well despite the lack of resources compared to other continents.
You have long been saying that it is time for brands to take the African continent seriously, ‘which will undoubtedly be the market with the strongest economic growth over the next decade and therefore the highest consumption’. Do you still believe this is the case given the new global trading scenario we find ourselves in? I still believe in the extraordinary potential of Africa. However, I think we all need to reimagine our vision of travel retail. We will have to relearn how to sell our products to a local or regional clientele, or at best, continental; and to adapt to savvy shoppers by offering ‘good deals for value’ and intensifying exclusive offers that they will only find on the travel retail market. Believe me, we all have, at our respective levels, a lot of work to do in order to elevate travel retail back to its rightful place, pre-pandemic.
In the summer of this year, Beaute Luxe expanded its operations in France by building new offices and warehouses. Has the team moved into the new premises yet? We have already moved into
NOVEMBER 2020
our beautiful new offices, with integrated logistic services and a new warehouse. We have recently recruited a dozen employees on a platform, similar to that of Beaute Luxe Duty Free, which has a mission to distribute perfumes and cosmetics to new travel retail markets in Eastern Europe. We have surrounded ourselves with a team of specialists mainly from the region and from travel retail distribution.
While the aviation industry is clearly one of the worst-hit at the moment, is Beaute Luxe focused more on business in travel retail channels outside of the airports, such as border stores, seaports and downtown duty free shops? We had already specialised for many years in sales at border stores, and since the start of the pandemic, we have increased our investments at these points of sales, as well as in marketing and communications. This has even become a priority at Beaute Luxe since the easing of lockdown, as certain countries have seen their road traffic increase by over 30%. For this reason, our sales teams have been tirelessly visiting borders in order to meet the expectations of these new travellers. I can assure you that the rapid
expansion of Beaute Luxe has attracted a great number of brands.
In the summer of this year, Beaute Luxe expanded its operations in France by building new offices and warehouses.
I will shortly have the pleasure of announcing the names of other large perfume and cosmetics groups that have decided to entrust Beaute Luxe with the exclusive distribution of their products to travel retail markets across a great number of countries and for years to come… «
“We had already specialised for many years in sales at border stores, and since the start of the pandemic, we have increased our investments at these points of sales, as well as in marketing and communications.”
David Dayan, Beaute Luxe
Travel retail stalwart David Dayan, set up Beaute Luxe in 2019. TRBUSINESS 39
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