Key business driver: Charreire said Benefit will continue to push its Brow collection in 2017

Benefit Cosmetics’ travel retail business recorded +30% year-on-year growth in 2016 driven by the launch of its Brow collection in July last year and increasing mini product offer.

The beauty solutions brand, which has grown its international presence from two countries (in 2006) to 43 countries today, recorded sales of US$1.3 billion in 2016. Benefit’s strongest markets are Korea, UK, Central Europe and the Middle East and it will launch its products in around 60 airports worldwide this year.

Benefit Cosmetics VP Marketing and Business Development – Travel Retail Beatrice Charreire said that 2017 will see the brand focus on its ‘star’ products in travel retail such as the Brow collection, ‘They’re Real!’ mascara and The POREfessional primer. According to Benefit, since launching its Brow collection it has become the number one brow brand in the world.

They’re Real! Mascara launched in 2011 and is claimed to be in the top two mascaras worldwide. The POREfessional, which launched in 2010, is said to be the number one primer globally.


Travel-friendly: Many of Benefit’s star products such as They’re Real! mascara and bene tint come in mini versions

23 mini ‘star’ products are now available, including Gimme Brow Volumizing Eyebrow Gel, They’re Real! Double the Lip lipstick, Hoola Matte Bronzer and The POREfessional matte rescue gel. The minis are presented in travel retail on walls, mini towers, gondolas and by cash tills and will be available in 28 airports with World Duty Free UK from July and will roll out globally later in the year.

“The minis are an amazing tool to recruit new customers as they provide the same experience as the real product but with smaller context and at an affordable price point. They are also obviously travel-friendly,” said Charreire.

A rendering of the new travel retail store concept which will be introduced at the end of this year

Vintage suitcases: Travel retail gondolas

Benefit is currently trialling a new-look store concept for travel retail which will be rolled out fully in Q4 this year. The new design groups product families together. The brand has also designed new travel retail gondolas which resemble vintage suitcases.

Earlier this year, Benefit launched the First Class Faves and Fly the Sexy Skies travel retail-exclusive sets. Both contain six of the brand’s best-selling products in mini sizes.

Fly the Sexy Skies travel retail-exclusive set includes mini They’re Real! mascara, bene tint and The POREfessional primer

Benefit Cosmetics has also extended it box’o powder range with the addition of Galifornia: Living the GALifornia dream! The product provides a golden-pink blush and is said to have been “a great hit” so far.

“A great hit”: Galifornia: Living the GALifornia dream! bronzer