Estée Lauder sees an uptick in duty-free shopping during the pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 13, 2020, 2:41 PM UTC

The US-based cosmetic company witnessed an increase in online demand in other channels as well. 

The travel retail channel of Estée Lauder, which includes airport shopping and downtown duty-free stores, has observed a single-digit increase in its sales in the first quarter of 2020. More travellers are making purchases despite difficult conditions during the COVID-19 pandemic.

Estée Lauder’s CEO Fabrizio Freda said, due to better marketing and less crowded retail stores, there is less footfall but conversion rates are high. The company is further expecting online services to help spur airport sales, pre-ordering in particular.

Online growth, especially for skincare products, accelerated sharply at the end of March and continued to rise in April. However, the company has put a hold on product development and said it will focus on "fewer" but bigger innovations

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