FEATURE: BEAUTY BREAKTHROUGH

Beauty Breakthrough

Lotte Duty Free reveals that the total Australian travel retail market was worth AU$1.124 billion per year pre-Covid and South Korea’s largest travel retailer has very big plans to grow the sector.

The multinational recently opened a 3000 square metre, three-storey flagship store in Sydney as a major building block for its ambitious strategy.

Beauty, especially fragrance, is a huge part of the mix of the international and local brands across on hand to tempt travellers.

Retail Beauty asked the Lotte staff: “What are your top tips for selling fragrance?”

LAURA ANNE HUBBARD

Beauty, Make up and Fragrance Specialist

Fragrance is a really personal expression, and just like beauty and fashion, it also has an aspect of nostalgia. I love to get to know a little about the customer’s personal scent style and preference. Based on this information we take a fragrance journey around the store. ‘Vanilla? Floral? Smokey? Fruit?’ I also recommend layering fragrance to add depth and a unique touch so that you smell like YOU, it’s a defined and sophisticated way to wear fragrance. My personal favourite is Tom Ford’s Ombre leather layered with Bitter Peach for a deep magnetic and sexy musk, defined by peachy fruitiness, which complement each other well.

CINDY CHUNG

Fragrance Specialist

It is important to ask open-ended questions to discover what the customer uses and what they are looking to try. I actively listen and also wear a perfume that I personally find appealing. Every brand has a story, so a tip I would give is to retell that story to offer a unique and special experience for the customer. This is so they can grasp the brand’s concept and are not only purchasing the new fragrance, but also the story and meaning behind that unique scent.

JULIE VILLALUZ

Fragrance Specialist

1. Welcoming eye contact is important but avoid highly complimentary introductions which can be artificial.

2. Ask if they are seeking a gift or wanting to experiment with a new scent, or even just replacing something they already have.

3. Gather fragrance names they already wear; this will help you guide what their taste is to determine which scents they will be willing to try.

4. Gather three to four fragrances for them to try that suits their taste scents.

5. It is important to really show interest to customers, to connect with their stories. Choosing a fragrance isn’t just about a smell, emotion is a powerful factor.

MICHELLE LU

Fragrance Specialist

Ask what fragrance the customer is using now and what scents they prefer, to discover and understand the customer’s need. Build up a connection with a customer by offering a lovely hand massage with a fragrance combination. Spend time with the customer, discovering the right fragrance that represents their personality and style.

Finally, spray the customer’s favourite scent when they are leaving the store to create a memory in store, and which they can enjoy for the rest of the day while remembering the experience they had.

DANIEL COLACO

Beauty, Make up and Fragrance Specialist

I actively listen to a customer and find out what their favourite notes are and what they’ve worn in the past. Give them three options and always save the best for last. Treat your customer like an old friend who is coming to visit and just have fun with it!