Category Insights into the beauty sector across Eye’s UK airports.
Summary: Eye’s research on beauty helps identify why this category is such an important part of the airport environment and shopping experience.
Challenge: In a highly competitive category, we needed to provide insights and justify why beauty brands needed more than just in store presence in order to stand out in the crowd.
Solution: Eye conducted an online survey amongst 500 recent flyers through our airports.
Timings: July 2011
Results: Great proximity solutions (or path to purchase) - Outdoor influences where it counts the most at the point of purchase.
Right message, right time: 60% say they are more likely to buy a brand new fragrance at the airport than anywhere else and a further 53% would not leave without perfume or aftershave.
Achieve stand out and brand fame: Send shoppers in with a pre-determined purchase and 72% agree the airport is the right place to advertise beauty and grooming products.
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