Page 32 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
2.3.1.2 BEAUTY CATEGORY DEVELOPMENT
Although just a quarter of cruise travellers in the North American & Caribbean region highlight the Beauty category on-board the ship as an area for product range expansion, our research highlights an overall disparity between Beauty category purchasing in the cruise channel and that experienced in the wider, overall Duty / Tax Free channel among American shoppers.
In CiR’s recently published ‘State of the Nation’ report, Beauty is identified as the most purchased Duty & Tax Free category among American shoppers. However, from our research, it is clear that the Beauty category’s prominence is much reduced – we review this in much more detail in due course.
However, rather than this being as a result of different purchasing patterns, this appears to be driven by a fairly widespread reduction in Beauty category exposure, both on-board the cruise liner and at on- land port stores.
Store operators should look to provide a wider Beauty selection, emphasising international brands over various price points, complimented by local produce or brands not available in the US market. The Beauty category should be considered a key area of the overall product mix on- board cruise liners and at on-land port stores in the North American & Caribbean region and currently presents a key opportunity for increasing overall sales.
COMMENTS REGARDING BEAUTY CATEGORY EXPANSION ON-BOARD THE CRUISE LINER
“...more selection of beauty items like face creams and perfumes”
“...beauty brands unavailable in the USA”
“I would like to see make up brands such as Cover Girl and Maybelline, that everybody can afford on any budget. I also wanted perfume such as Estee Lauder, Private Collection”
“I would have liked there to be more perfume not available at home”
“...more selection of beauty products high end cosmetics like Urban Decay and MAC”
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