BW Confidential - Issue #17 - March/April 2014 - (Page 82)

Travel retail Brazilian travelers: industry viewpoint Rules of engagement Industry executives debate the changing needs of Brazilian travelers and how they can be addressed by Tina Milton P&G Prestige global director for distributors and travel-retail Murat Akyildiz L'Oréal Parbel ceo Javier Labarta Lojas Francas de Portugal (LFP) inf light sales director Ana Rita Aragão How can brands and retailers better cater to Brazilian travelers? MA: There are three focus points to cater to the Brazilian traveler's needs: engagement, experience and trust. The Brazilian travel-retail shopper takes a more emotional approach to purchasing and requires both personal attention and brand information. This makes the beauty consultant integral to the process. These shoppers are open to more expansive product portfolios if there is a beauty consultant-ideally a Portuguese speaker-on hand. Second, sampling and testing a scent is a must for this shopper. As they are knowledgeable and engaged in the fine fragrance category, due to high usage rates, experiencing the scent is key to the purchase. Finally, new initiatives with well-established brands promote credibility and the incentive to buy something new. Using mixed testers enables Brazilians to experiment with various brands. JL: L'Oréal has created a new structure in Travel Retail Americas, with a specific mission to analyze the Brazilian market and global shopper behavior, according to a socioeconomic level. This information is vital when determining the best strategy to respond to their expectations and needs when shopping at the airports or in the local market. While we all know that price has been a key factor in the shopping decision, the studies we have conducted indicate that savings is not the only reason to buy. Global shoppers are strongly driven by novelty and originality, and their service expectations vary between travel retail and the local market, and according to the different axes: fragrance, skincare or make-up. ARA: Brands need to examine Brazilian aspirations. We know they love everything from the US, like American actresses and fashion labels. That's a way to go directly to the Brazilian consumer. So as retailers, we need to have those products-for example, from the summer season onwards, we will list Victoria's Secret products. How has the Brazilian traveler's shopping habits changed and how will they evolve? MA: Brazilian travelers' brand knowledge has expanded within the luxury and premium realm, and they are quickly becoming one of 82 March-April 2014 - N°17 - BW Confidential

Table of Contents for the Digital Edition of BW Confidential - Issue #17 - March/April 2014

Cover
Comment
Contents
Update
Brand & retail news recap
Companies on the move
Take note Market facts, figures & trends
Best of BW Highlights from our e-publication
Launches The latest in fragrance, skincare & make-up
Interview Guerlain ceo Laurent Boillot
Insight: Make-up
Category overview
Budget brands
The latest trends
Retail
Innovative strategies
Retail
Vending machines
Store concepts
Digital Social media content
Market watch: Latin America
Regional overview
Mexico: country analysis
Mexico: prestige retailing
Colombia: country analysis
Colombia: prestige retailing
Argentina: country analysis
Argentina: prestige retailing
Radar A profile of six up-and-coming beauty brands
Emerging markets Company profile: Mahogany
Travel retail: Brazilian travelers
Analysis
Industry viewpoint
Packaging: Decoration techniques
Trends analysis
Innovations
Last word Diagonal Reports analyst Jacqueline Clarke

BW Confidential - Issue #17 - March/April 2014