After fashion and lifestyle retail, Delhi Duty Free Services (DDFS) is testing the waters with skincare and personal care products. The company, which has collaborated with at least five international cosmetic brands, has said it is looking to capture a slice of the travel retail market with its experiential promotions.
According to Mr Abhijit Das, Head - Marketing, DDF, said, “Cosmetics as a range are popular internationally at duty-frees. Make-up and skincare is one of the most promising categories for Delhi Duty Free as more and more Indian travellers now are looking forward to international brands and experiences. We have collaborated with international brands to provide a touch-and-feel experience”.
He said the month-long beauty festival which began earlier this month has experts from international players doling out skincare products. It has ‘You are beautiful' as its central theme.
Brands such as Clarins, Shiseido, Yves Saint Laurent, Lancome, L'Oreal, Burberry, Christian Dior and Bvlgari have all placed their products. “Though these brands may be available selectively across various points of sales, it is for the first time that all the brands are available under one roof. Travellers can find a larger number of stock-keeping units at our retail shelves,” he claimed.
Compared to traditional point of sales, the brands being hosted at DDF claim to have at least 50-60 per cent more products.
Mr Das said travellers will be able to experience free services such as nail art, dry manicures and free makeovers from internationally renowned brands.
Asked if the products would be cheaper compared to other retail channels, he said that by virtue of being in a duty-free zone, the products would be comparatively cheaper.
In February 2011, Airport's Council International ranked Delhi fourth in the category of airports handling around 40 million passengers. This has put pressure on brands who want to be part of DDFS to be visible and cater to the audience worldwide. DDFS operates the bulk of T3's retailing and commands over 4,380 sq. mt of shopping space.