Loreal 2012 Annual Report Download - page 41

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In 2012, the number of international tourists is estimated to
have exceeded one billion(1). This figure is constantly increasing,
and is linked to the phenomenon of global shopping, which is
driven by Chinese travellers. Luxury brands
must now consider their customers not
only in their local markets, but everywhere
throughout the world where they purchase
goods. This is particularly the case in air-
port stores and the flagship department
stores of the world’s capitals. Global shop-
ping has become a major venture for the
luxury beauty segment. Among duty-free
buyers, Chinese customers are the clear
leaders (their growth is also the strongest) followed by the Rus-
sians, Indonesians, Japanese, Americans and Brazilians. To win
over these global consumers, we have to know them well, not
only their beauty routines but also the specific details of their
travel shopping behaviour. Generally speaking, the global
beauty shopper is looking for luxurious settings, expertise and
quality service, as offered by the “Absolue
Bar” LANCÔME created at the Beijing Airport,
with its Express zoning and Luxury zoning
services. This shopper is also eager for ad-
vice, which means that the brands must
recruit beauty advisors who are fluent in
Chinese or Russian, and design point-of-
sale visuals in the visitors’ languages. KIEHL’S,
which is “best in class” in terms of service, is
the pacesetter for the L’Oréal Luxe division,
and has also successfully applied its “service circle” to travel retail.
It is capable of meeting the requirements of this most demanding
category of global customers.
THE NEW ERA OF
GLOBAL SHOPPING
The global beauty shopper
is looking for a luxurious
atmosphere, replete
with expertise and services.
(1) Source: World Tourism Organization Barometer.
LANCÔME’S “ABSOLUE BAR”, CHINA
This luxury area at the Beijing aiport is dedicated to expertise and service
for customers from all over the world.
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