Beauty & Fragrance
The world's most competitive travel retail battleground. Brand investment, retail theatre, and data-driven category management.
Two Theories of Travel Retail. One Brutal Stress Test. The ELC vs Diageo Reckoning.
For 12 years, Estée Lauder treated travel retail as a strategic channel and Diageo treated it as a tactical opportunity. The last four quarters tested both theories at once — and the answer will reshape how every brand house bets on airports for the next decade.
The K-Beauty Disruption: How Korean Brands Rewrote the Airport Beauty Playbook
From Incheon to IGIA — how Korean beauty conquered duty-free worldwide. The strategy and what Western brands can learn.
Sampling Strategy in Beauty: How Free Drives the Most Revenue in Duty-Free
The counterintuitive economics of giving product away. When sampling works, when it wastes money, and the ROI data that justifies every spritz.
Fragrance as an Anchor Category: Why It Works in Airports Like Nowhere Else
Fragrance is not the highest-revenue category in duty-free. But it is the most important — generating more transactions, more cross-category spending, and more foot traffic than anything else on the floor. The data behind the anchor effect.