How to get Gen Z travelers to pay attention to beauty spending

Hit by recent challenges in travel retail, beauty brands are looking to Gen Z for growth. By 2030, this generation is projected to account for 30 percent of all travelers, despite representing only 20 percent of the global population. However, while previous generations flocked to duty-free stores for exclusive deals, Gen Z is more interested in sharing their “airport tray aesthetic” on TikTok than snapping up the latest beauty deals while traveling abroad.

“This generation has a fantastic appetite for travel. They will be a key group of consumers of tomorrow, and they are looking for something very different from previous travelers,” says Emmanuel Goulin, president of travel retail chain L’Oréal.