In the fast-evolving world of travel retail, one category stands out for its enduring allure –   skincare and beauty. Despite fluctuating market conditions and shifting consumer behaviour, this sector remains a cornerstone of the travel retail experience. Changi Journeys speaks to key industry players to delve into why skincare and beauty continue to captivate travellers, as well as explore the latest trends shaping the industry.

The Enduring Appeal of Beauty in Travel Retail

Travellers often find themselves primed for spending in the airport environment, making travel retail a particularly lucrative and rapidly growing segment. Several factors contribute to this category’s persistent popularity. 

Asian consumers, typically known for their meticulous skincare routines, frequently use travel retail as a convenient way to replenish their favourite items or discover new ones. 

Joanne Soh, Shilla Duty Free’s Senior Manager for Marketing, explained, “Travellers often view these products as a way to maintain their self-care rituals while on the go, and the excitement of discovering new brands and exclusive travel retail products adds to the appeal. After all, it is always important to look and feel good when traveling, regardless of whether one it is a work or leisure trip.” 

Travellers often stock up on their favourite skincare or beauty products while on holiday, with some buying them as gifts for their loved ones too.

The allure of luxury and prestige also plays a significant role, as travellers often view the airport as ideal for indulging in premium products that may not be available in their home markets. 

“Travel retail offers a curated selection of brands and products, often including exclusive items and limited editions. This encourages impulse purchases for beauty enthusiasts, especially when there are smaller, travel-sized versions available to try out.  There are also exclusive bundle sets that offers more value for money as compared to downtown prices,” said Jeslyn Ho, Associate General Manager, Airside Concessions, Changi Airport Group (CAG), who also oversees the travel retail segment in CAG’s e-commerce site iShopChangi.

“The Covid-19 pandemic also highlighted the importance of self-care, boosting demand for products that enhance well-being. Post pandemic, as travel restrictions lifted, consumers were eager to pamper themselves, with fragrance and skincare being popular choices,” added Jeslyn. 

In addition, the gift-giving culture in Asia makes beauty products a popular choice, with travel retail offering a diverse range of options suited to various budgets. The tax-free advantage provides competitive pricing and access to exclusive product ranges, while the convenience of one-stop shopping and the opportunity to address last-minute needs further enhances the appeal. 

The drive for sustainability and clean beauty

As the beauty landscape evolves, several key trends are emerging within the travel retail sector. One prominent trend is the shift towards sustainability and transparency. Brands are focusing on eco-friendly packaging, and prioritising travel-sized products designed to minimise waste. Alongside this, there is a growing preference for natural and organic ingredients, as consumers seek out plant-based formulas that are sustainably sourced. This movement towards greener practices is complemented by a demand for transparency and traceability in the beauty industry. 

Jeslyn shared, “Shoppers are now more informed and conscientious, expecting clear information about the origins and production processes of the products they use. These trends reflect a broader commitment to environmental responsibility and ethical consumption in the beauty sector.”

To cater to this trend, Shilla has since added a lineup of products from Drunk Elephant, Apripure and Skinceauticals, as well as Kiehls, Biotherm and Origins. Similarly, iShopChangi has also onboarded brands like The Powder Shampoo, O’right and est.lab to cater to the growing preference in sustainable beauty space within travel retail. 

Est.lab’s Vitalift A+ Intensive Youth Restoring Capsules are 100% biodegradable and preservative-free. 

For example, ést.lab has pioneered eco-conscious packaging and innovative product formulations catering to beauty and environmental care. Their groundbreaking approach is exemplified by the Est Lab VitaLift A+ Intensive Youth Restoring Capsules. Not only are these capsules 100% biodegradable and preservative-free, they are also packaged in eco-friendly pouches crafted from FSC-certified wood pulp. These pouches can dissolve in water of any temperature within 40 seconds, ensuring that they leave no harmful residues or microplastics behind.

Technologically driven transformation

Besides showcasing an array of skincare products, Beautique by iShopChangi store in Jewel also offers personalised skincare and beauty consultation services. 

“AI-powered skin analysis tools are revolutionising product recommendations, delivering hyper-personalised solutions tailored to each user's unique needs”, said Jeslyn, who also highlighted that Beautique by iShopChangi store in Jewel Changi Airport offers personalised skincare and beauty consultation services for customers. 

Riding on this trend, Lancôme (a brand under L'oreal's portfolio) recently unveiled the largest ever activation at Changi Airport’s Terminal 1 with the launch of the worldwide exclusive Changi 1st Génifique Ultimate Travellers’ Repair Clinic. 

The Travellers’ Ultimate Repair Clinic is Lancôme’s first AI travel beauty consultant. It analyses travel plans and identifies potential skin concerns, providing travellers with tailored skincare recommendations.

Jesus Abia, Managing Director of L’Oreal Travel Retail Asia Pacific, said: “Our commitment to pushing the boundaries is in both innovative skincare technology, as it is about creating immersive and transformative experiences that resonate with today’s travellers. By launching the Génifique Ultimate Travellers’ Repair Clinic at Changi Airport, we are redefining what is possible in global travel retail, demonstrating that Asia Pacific is at the forefront of merging advanced science with luxury and personalised service.”

Depending on the amount of time available, travellers can take advantage of various options in Lancome’s Beauty Tech services. For those in a hurry, a quick personalised skin analysis is available via the Lancome Skin Screen. This advanced technology identifies areas of the skin in need of repair using the innovative Skin Quality repair filter. Meanwhile, travellers with time to spare can enjoy the complimentary Pro Radiance Booster service, a 10-minute facial designed to enhance the effects of the Génifique Ultimate serum.

Looking Ahead

As the travel retail industry continues to navigate post-pandemic recovery and evolving consumer preferences, the skincare and beauty sector is well-positioned for sustained growth. The combination of essential self-care needs, evolving trends, and a dynamic retail environment ensures that this category will remain a vital part of the travel retail experience, and it has proven resilient even during economic downturns.