June 4 2018  |  Industry News

m1nd-set reveals plans of 10,000 beauty shoppers

By Mary Jane Pittilla

Travel retail research firm m1nd-set has published a series of fascinating insights based on nearly 10,000 airport interviews with beauty shoppers.


The charts published here are extracted from m1nd-set’s Business 1ntelligence Service, courtesy of CEO and Founder Peter Mohn.

Half of the 9,889 interviewees were men (52%). The average age was 41, with the majority in the 25 to 55 age bracket. More than half (56%) were traveling for leisure purposes, while 28% were on a business trip. Nearly all (93%) were traveling on a regular airline, with only 6% on a low-cost carrier.

A very high percentage of the beauty shoppers (83%) said they visited duty free shops on every trip, with 10% saying they visited duty free stores every second trip.

More than half (52%) said they bought duty free goods on every trip, with 25% purchasing something every second trip. More than one-third of interviewees had spent around two hours inside the airport before departure.

m1nd-set divided the beauty shoppers they spoke to into different segments, namely: Emotional Brand Image Shoppers (23%); Local Touch Seekers (23%);Rational Pre-Planners (20%); Price-Sensitive Shopping Lovers (18%); and Low Income Buyers (15%).


A clear price advantage and receiving good value for money was the main reason for buying beauty items in duty free stores. For perfumes, a key driver was the fact that the shoppers tried it in the store, liked it and decided to purchase it. Convenience also played a key role.

For make-up purchasers, loyalty to the brand and buying a treat for oneself were also among the main drivers. And for skincare, interviewees cited loyalty to the brand, stocking up and convenience.

High prices put off many from buying beauty products in travel retail stores. More than 40% cited high prices and no motivating promotions as the reason why they did not make a purchase. Issues surrounding the assortment (e.g. lack of novelties/not attracted by any product) were quoted by 22% of interviewees.

A quarter said they wanted to compare prices, while around one-fifth (19%) said they did not want to carry any more items.

Most people (59% on average)bought the perfume, skincare or make-up item for themselves, with 30% buying a gift, and 7% on request.


An overwhelming majority of people purchasing (84%) pre-planned their purchase to a certain extent, however, only 14% planned to buy a specific product and 12% intended to buy a specific brand.

m1ndset’s research found that, on average, 49% of interviewees purchased a duty free exclusive product, with 22% saying that they only bought duty free exclusive items.

Turning to the path to purchase, 52% decided to purchase before leaving for the airport. One-thirddecided in the store what product they would buy. The second most important purchase decision moment was in the store after looking around, especially for buyers of perfumes.

Of the interviewees, nearly 60% were buying a product for the first time.


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