A vintage year for cosmetics: InterBaires and L’Oréal Luxury Products Division have opened a men’s beauty products area within the dedicated wine cellar at Buenos Aires Ezeiza International Airport with items from Biotherm and Lancôme Homme. But a men’s shaving service (top) proved to be too cutting edge for airport security and was forced to close. |
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ARGENTINA. InterBaires has posted a +53% year-on-year increase in sales across its airport operations for the 11 months ended November.
The retailer, runner-up to Dubai Duty Free in the recent Frontier “˜Airport Retailer of the Year’ award, is +4.2% ahead of an ultra-aggressive budget. A strong November saw sales rise +39% over the same month last year and by +18.3% over budget, according to CEO Enrique Urioste.
Sales are outstripping passenger growth by some distance. In November passenger numbers rose +12% over budget and 14.7% over the same month last year. For the year to date, passenger numbers were up by +2.3% on budget and by +16.1% on 2003.
InterBaires’s sales have outpaced traffic growth thanks to a sharp increase in sales per passenger. In November spend per passenger rose + 6.4% over budget and +20.2% over November 2003.
For the year to date, spend per passenger is ahead by +9.3% on budget and +32.1% versus 2003.
Meanwhile, InterBaires and L’Oréal Luxury Products Division opened a men’s beauty products area within the dedicated wine cellar at Buenos Aires Ezeiza International Airport Terminal A Departures Shop 22 one week ago. The approximate 50sq m area hosts men’s items from Biotherm and Lancôme Homme.
As revealed by The Moodie Report in September, this is an intriguing combination, located next to a high-end coffee shop opened by Ãreas.
Besides a range of men’s items it also offers facial massages – it initially offered a shaving service (pictured) but airport management this week stopped the operation because of security concerns. Part of the area is known as Express Care.
“We believe men don’t feel comfortable shopping [for cosmetics] in the same space that ladies shop,” Urioste commented. “There was confusion over products – is it for me or is it for her?”
InterBaires had earlier responded to male concerns over shopping within a female products-dominated area by lifting out the men’s cosmetics offer into a dedicated free-standing gondola, near the male-orientated sports area, featuring brands such as Clarins, Clinique, Zirh and Lancôme. Now, Urioste pointed out, the retailer is being much more aggressive and saying, “˜This is a men’s place to shop and it’s OK for you men to buy your personal care cosmetics here – it’s as OK as buying a bottle of wine.”
NOTE: To read the interview with Enrique Urioste where he talks about the new men’s cosmetics area and about the retailer’s aggressive strategy to grow footfall, penetration and average sales per passenger, click here.
MORE STORIES ON INTERBAIRES
InterBaires forges ahead in September – 12/10/04
Vintage year for male cosmetics at InterBaires? – 07/09/04
InterBaires boosts penetration, spend per transaction and overall sales – 24/08/04
Buenos Aires Airport comes alive with the feel, flair and fashion of Argentina – 28/07/04
InterBaires customers embark on winter adventure – 27/07/04
InterBaires unveils dynamic winter promotion – 14/07/04
Interbaires set to showcase local fashion; new departures and arrivals stores in August – 01/07/04
InterBaires sales rocket by +72% as promotional push and store investment pays off – 12/05/04
