JAPAN REPORT: ANA INFLIGHT
Sales of some beauty products have been so prolific, that there have even been cases of supply shortages for some of Japan’s duty free operators.
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“Chinese passengers are buying Japanese perfume and cosmetics products from well-known brands such as SKII and Shiseido, especially skincare products. “They buy on return flights
market report, most of the Chinese passengers that are buying duty free goods choose to purchase Japanese beauty products. Currently the most popular
item listed in the ANA Sky Shop brochure is a makeup brush kit priced at JPY18,500. “Our Hakuhodo Sakura makeup
brush kit is our top selling item,” revealed Wakimasu. “This product is very popular on Chinese social media networks such as WeChat. We launched this make p brush set in March. “Our No 2 best selling item is ReFa
4 Carat Ray – it’s a solar powered handheld skin massage device that costs JPY22,500 – which we launched at the beginning of this year.” ANA’s other top selling item is Paul
& Joe foundation cream from Albion of Japan. “Chinese people like Japanese
cosmetics brands,” said Wakimasu. “Paul & Joe costs JPY 5,900. We started selling it in summer 2017.
home. Most Chinese passengers are women in their 30s. For Chinese customers it’s mainly women shopping inflight.” Sales of some beauty products
have been so prolific, that there have even been cases of supply shortages for some of Japan’s duty free operators.
Supply not covering demand ANA is one of those which has been affected by this and has decided to temporarily suspend the listing of several products in ANA Sky Shop until sufficient supplies are available. “Last year our sales were up 10% as
Chinese passengers bought Japanese cosmetics,” added Wakimasu. “This year we have suffered
a little as Chinese like SKII and Shiseido and these two brands have increased their Chinese sales, but we have a problem as supply does not cover demand.” ANA has now stopped selling
new SKII products until the supply situation returns to normal, however, the airline continues to sell some SKII products that were launched in 2017 for which it still holds sufficient stocks. “We can still buy SKII seasonal
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items, it’s the regular SKII items that are a problem,” explains Wakimasu. “We will buy exclusive SKII Christmas season items soon, so we expect our overall sales will improve later this year.” To make up for the temporary
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absence of several SKII products, ANA has increased the number of items from other popular Japanese cosmetics brands ANA also has extended its range of
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beauty appliances with an additional handheld product from ReFa. “We have expanded the number
of Shiseido products and introduced the Chicca makeup brush set by Kanebo; also, Hacci and Est skincare lotion by Kao,” noted Wakimasu. “In fact, Est is a new brand which
Currently the most popular item listed in the ANA Sky Shop brochure is a makeup brush kit priced at JPY18,500.
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we started selling in July. It is a medium-priced brand, which is very
popular in Japan. It also has good exposure in China, so we think their sales will be very good.” At the time of writing, ANA is
planning to list several new Japanese cosmetics in its September/October ANA Sky Shop brochure including Shiseido’s high-end Clé de Peau Beauté range, from which two products will be selected. “We chose this brand as we have
heard that Clé de Peau Beauté generates good duty free shop sales,” said Wakimasu. “We already known that Chinese
passengers want to buy high quality items from brands like SKII and Shiseido. Clé de Peau Beauté is similar to these two brands, so we think that sales will be good.” Meanwhile, ANA is looking to
expand inflight sales through its pre-order service. The service is used mostly by passengers looking to secure duty free goods that are too difficult to obtain in Japan or for which substantial inflight savings are possible.
Pre-order grows to 10% “Our pre-order service is growing,” said Wakimasu. “Last year it was 8% of our sales, this year it’s over 10%. “It’s mostly Japanese passengers,
middle-aged people in their 40s and 50s. They especially like to order Japanese shochu. “We sell an exclusive shochu
brand, Murao, which is a premium item and difficult to find in the domestic market. “Passengers pre-order to be
sure to get Murao shochu. It costs JPY4,000 per bottle.” Another popular item purchased
through the pre-order service is a Bose earphone headset which is priced at JPY35,000. ANA’s inflight duty free offer is
especially appealing as the products are not only tax free, but those using an ANA credit card can obtain an extra 10% off. This makes the saving on the
purchase of a Bose headset, for example, a very attractive proposition from ANA. Pre-order sales are expected to
grow even more this autumn when Iqos e-cigarettes are offered through the service.
OCTOBER 2018
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