Page 142 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
6.4 BEAUTY
CATEGORY OVERVIEW
2 in 5 cruise Duty / Tax Free channel buyers purchase Beauty products. The leading Beauty sub-category purchased is Cosmetics, although this is closely followed by Female Fragrance and Female Skincare; Dior is the most widely purchased brand.
The Beauty category is perceived positively in both on-board and on-land stores. However, opportunity for improvement exists in terms of pricing, particularly at on-board stores, and the availability of Duty / Tax Free exclusive products. Promotional activity at on-land stores is perceived relatively positively compared to other product categories in this report.
Leading Buyers:
CATEGORY PERCEPTIONS – POSITIVE PERCEPTION VS. AVERAGE
PRODUCT RANGE
SCORE: +4
PRIORITY RATING: 5
Positive perception driven by Chinese Mainland, over 40’s and males.
PRODUCT QUALITY
SCORE: +2
PRIORITY RATING: 4
Positive perception higher for Chinese Mainland shoppers vs. all other nationalities.
PROMOTIONS
SCORE: -1
PRIORITY RATING: 3
Weaker perception among Singaporeans and Hong Kong shoppers.
DF EXCLUSIVES
SCORE: -1
PRIORITY RATING: 2
Weak perception among all nationalities except Chinese Mainlanders.
PRICING
SCORE: -4 PRIORITY RATING: 1 Weak perception
driven by Singaporeans; Chinese Mainlanders and under 40’s much more positive.
Strongest Area PRIORITY RATING Weakest Area
PRODUCT RANGE
SCORE: +3 PRIORITY RATING: 5
Chinese Mainland most positive nationality.
PROMOTIONS
SCORE: +1 PRIORITY RATING: 4
Positive perception driven by Chinese Mainlanders. Much weaker among Singaporeans.
PRODUCT QUALITY
SCORE: -1 PRIORITY RATING: 3
Perception weak among all nationalities except Chinese Mainlanders.
DF EXCLUSIVES
SCORE: -1 PRIORITY RATING: 3
Weaker perception driven by Singaporeans and Hong Kongese shoppers.
PRICING
SCORE: -1 PRIORITY RATING: 3
Weak perception among all nationalities except Chinese Mainlanders.
Base: Beauty Shoppers (328); Attribute perception scores calculated vs. category perception average, weakest perception = highest priority
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ON-LAND STORES ON-BOARD STORES