Gustaf Aschan, Travel Retail Manager: “I think beauty brands have an opportunity to make product discovery simpler. We often know our products so well that we forget how much explanation a first-time customer needs. My view is that we should start with the customer’s question: ‘What will this do for me?’”

TFWA’s (Tax Free World Association) annual World Exhibition & Conference in Cannes brings together brands, retailers, and partners from across the global duty-free and travel retail industry.

– It covers a wide range of the brands and products travellers encounter in airports, on cruise ships and on ferries around the world, Gustaf Aschan, Travel Retail Manager, REF Stockholm, explains.

– For us, he continues, it is of course an opportunity to spend time with existing partners and meet potential new ones. Meeting in person helps us understand their priorities, explore ideas, and agree on the next steps. Some of the most valuable conversations happen when you step away from the day-to-day business and have time to talk properly.

How was this year’s edition?

– We had a very positive week, with many good meetings and new ideas to take forward. We introduced our new AHA Scalp Treatment and Deep Cleansing Shampoo, alongside ideas for launching and presenting them in airport retail. We also presented Lift to Learn 3.0, the latest version of our interactive retail concept, and some of our new TREX products, our travel retail exclusives.

– One of the recurring discussion points this year was how to engage Gen Z in the travel retail environment. Passenger traffic alone does not guarantee retail sales. Travellers can compare prices and explore alternatives online, so we need to give them a convincing reason to shop with us.

– For me, that means combining a relevant offer with an experience worth stopping for. Finding new ways to engage the next generation of customers is an important challenge for the industry.

I’ve heard several other brands stating how good you are at travel retail. Do you agree?

– That is lovely to hear. We put a lot of thought into travel retail, so the focus is certainly deliberate. Whether we are doing it well is, obviously, ultimately for our partners and customers to judge.

– We approach travel retail as a sales channel first. Brand visibility is valuable, but the offer also needs to give travellers a compelling reason to buy and create value for our retail partners.

– For us, that means exclusive offers, an engaging presentation, and highly competitive pricing compared with our domestic channels. Outside travel retail, our distribution is selective: we are available through salons and our own online store. That gives us room to develop a distinctive travel retail offer.

– We also think carefully about the shopping experience. How does someone discover us? Can they quickly understand which product is right for them? How easy is it for the store team to explain and sell it? Those questions influence everything from the assortment to the display.

What are the other keys to success in travel retail?

– Clarity and execution. A traveller should be able to understand what you offer, why it is relevant and what makes it worth buying. The value of an exclusive product or offer needs to be immediately clear.

– You also need to make the concept work for the retailer. That means a focused assortment, straightforward staff training, reliable replenishment and displays that are easy to install and maintain. An attractive presentation is only useful if it works in everyday store operations.

– Listening matters, too. The people on the shop floor hear the questions and objections that can help you improve the offer.

You mentioned Lift to Learn. Tell us more about its uniqueness!

– The system lets shoppers pick up a product and discover information about it through digital content. The idea is to make product education part of the shopping experience, at the moment someone shows interest.

– Our latest version, Lift to Learn 3.0, is a compact mini vanity counter designed to fit into a wide range of shelves, gondola ends and retail displays. It has its own internet connection and uses sensors with customisable 3D-printed components, making it easy to replace products and adapt the setup.

– We can manage the content remotely and update product information, promotional messages and campaigns in real time. It also supports multiple languages, so we can adapt the experience to the market, retailer and customer group.

– The previous version, Lift to Learn 2.0, was used during our Oslo promotion. Our system recorded 1,850 interactions during the activation, averaging approximately one product lift every 15 minutes. It maintained 100% uptime, with no recorded technical failures throughout the promotional period.

– Those results gave us useful evidence of shopper engagement and operational reliability as we developed version 3.0. Our aim is to help customers make more informed choices while giving store teams an additional tool to support the sale.

What else is on your mind now?

– As a niche brand in a highly competitive environment, we know that product benefits alone are not enough to achieve sustained success, says Aschan. We also need to be competitive on price and give our partners a strong commercial reason to work with us. Travel retail involves significant investment in space, staff, and the shopping experience. Retail is an important part of the airport’s commercial business, so helping our partners generate sales matters throughout that relationship.

– We see it as our responsibility to contribute through relevant products, attractive offers and retail concepts that work in practice. That commitment is central to how we are building our international presence and moving forward with our global expansion.

Gustaf Aschan’s extra industry insights

– I think beauty brands have an opportunity to make product discovery simpler. We often know our products so well that we forget how much explanation a first-time customer needs.

– My view is that we should start with the customer’s question: “What will this do for me?” Then make the answer easy to find and understand. In haircare, that means helping people connect a product to their own hair needs.

– The same applies to technology in stores. I would judge it by whether it helps someone choose a product or supports the store team. An interaction is a useful starting point, but we also need to understand whether it leads to greater confidence in the product and, ultimately, a purchase.

Words: Johan Magnusson