Fashion retailers, there is a product category that's about to steal your thunder.
Melbourne Central has released trading figures for the centre, reporting a 24 per cent increase in cosmetic sales over the last 12 months.
In February alone, revenue from beauty sales increased 49 per cent, compared to the same time last year.
Growth in this sector has been largely attributed to strong flagship store presence – with the largest Mecca Maxima and MAC Cosmetics stores in the CBD housed in the centre.
Melbourne Central has created a 1099 square metre architecturally designed beauty precinct to drive traffic to the category.
Melbourne Central retail manager Mardi Ashkine said retailers have also been encouraged to provide in-store experiences including hand massages and skin consultations.
The centre has credited tourism as another driving force to retail trade in Australia.
Chinese tourists, Australia's second largest source of inbound visitors behind New Zealand, spend $5 billion annually in retail.
This figure is expected to reach more than $13 billion by the end of the decade, according to the ‘The Future of Chinese Travel’ study released in 2015.
Melbourne Central is expecting to see its beauty sales figures continue to strengthen, supported by the launch of Urban Decay at Mecca Maxima last week.