To attract new costumers
Big retailers are opening new floor spaces in airport
reserved for very few brands with highest price products
The idea:
to develop a new line of luxury products
Higher price range than existing products portfolio
Objectives
To be part of these new floor spaces
To build a new image of luxury products
To offer to customers the possibility to separate themselves by possessing something unique
SWOT
Travel Retail
L'Oréal called it "the Sixth Continent": more than 1.000 billion people traveled internationally in 2013
The TRM should double in the next ten years and beauty is the first category of this domain with 30% of total sales
L’Oréal Travel Retail Division: leader in beauty category with 21.3% of market share in 2013
Market which moves from an exclusively luxury-centred model to a more diversified supply
L'Oreal Brandstorm 2015
Josefin Ohrn
Lucas Falchi
Ivan Jelacic
Agenda
Lancôme
Founded in 1935
Based on 3 passions : Women, Rose and Elegance
First position in Feminine beauty
8,5% market share
First brand of L’Oréal Group on travel retail
604,45 million € out of 1.007,45 million € for L’Oréal Luxe sales in 2013
Ambition: World leader in the cosmetics industry
L'Oréal Group
Founded in 1909
French industrial group of cosmetics products
Divided in 5 divisions: The Body Shop, Consumer Products, Professionnal Products, Active Cosmetics and Luxe
Retail Experience
Consumer
Shifting consumers from businessmen to women and families
The middle class tends to travel more and more
BRICS and particularly the Chinese market
one of the biggest market for luxury products
People from BRICS travels more and more
Chinese spends a lot on beauty products
Airport
First company on travel retail market in terms of market share concerning premium beauty and personal care with 14,90%
Mostly, purchases are impulsive in airport
Most common reasons for which people do their shopping in airport
to buy a gift
self-indulgence
to take advantages of duty free prices
Competitors
Estée Lauder
A 5 percent increase of sales from year 2012 to 2013
Aims to target the Chinese market
New marketing platforms (e.g Youtube channel) to increase sales in travel retail market
Chanel
Targets customers hoping to be different
Top beauty brand in China in 2013 (22,7% market share), outdistancing Lancôme
Dior
Targets men and women with highest income and passion for fashion
A hub for commerce: airports are unique retail environments (anxiety, excitement...)
Air travel grow exponentially and it offers a new potential client portfolio (BRICS) for luxury brands
In the medium term, around 50% of air traffic will come from the Asia Pacific
Conclusion
Development of a meaningful relationship with customers is an ongoing process that can always be improved and like in any real life relationship it must be nurtured with delicate care and attention
We hope our ideas will contribute to make one step closer to this goal.
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