Duty Free

An expert said it was a common error

People who shop at duty free in airports are being told to think twice by an expert.

Holidaymakers could end up paying 10 times more than they need to for perfume if they buy it at the airport instead of planning ahead, according to an expert. While many travellers still assume airport duty-free offers the best deals, UK fragrance research site ScentVerdict said the departure lounge was one of the worst places to buy perfume because shoppers are rushed into making expensive decisions.

The biggest example is Tom Ford’s Lost Cherry. A 100ml bottle typically retails for around £300, but analysis by ScentVerdict found 14 UK dupe brands selling their own interpretation for a median price of just £30 – around one tenth of the cost.

Daniel Grimes, founder of ScentVerdict, said buying perfume at the airport was a mistake many travellers make.

He added: “The departure lounge is the worst place on Earth to buy perfume, because it is the one place where you are shopping against the clock. The ‘duty-free’ label does the persuading; you have not smelled the thing properly, and your flight is boarding.

“Decide before you fly, not at the gate. Take Tom Ford’s Lost Cherry as an example.

“It is around £300 at retail for 100ml; 14 different UK dupe houses sell their own version of it and the typical price is about £30 for the same 100ml, roughly a tenth.

“It will not be identical and you are not buying Tom Ford. But if what you want is that cherry-and-almond hit rather than the box it comes in, the maths is hard to argue with.”

The findings suggest dupe fragrances tend to sell for broadly the same price regardless of how expensive the original designer bottle is. Across 10 of Britain’s most popular fragrances, originals ranged from £89 to £310, while equivalent dupes typically sold for around £30.

The most extreme example remains Creed Aventus, one of the UK’s best-known men’s fragrances. A 100ml bottle retails for £310, while the median price of a comparable dupe is just £29.

Even fragrances with much lower retail prices show a similar pattern. Montblanc Explorer sells for around £89, while a typical dupe costs £25, suggesting dupe brands price according to what shoppers expect to pay rather than matching the original fragrance. Grimes said many people assume dupes simply undercut luxury brands by a percentage, but the figures suggest otherwise.

He continued: “That flat £30 is the story. The dupe houses aren’t pricing against the original at all. They charge what someone will pay for a dupe, and it barely shifts whether they’re copying an £89 Montblanc or a £310 Creed.

“The saving isn’t really a discount. It just tracks whatever the designer decided to charge.”

He added that shoppers should still compare prices before deciding, as some designer fragrances are regularly discounted outside airports, narrowing the gap between the original and a dupe.

Retail prices for the designer fragrances were checked at John Lewis, Boots and The Perfume Shop on July 17, 2026, while dupe prices represent the median price charged across brands selling equivalent fragrances at each bottle size.

If you’ve made a purchase in duty-free, you may want to check ahead of time to see if you’re actually able to use it on board, as there’s one item strictly prohibited

Brits travelling abroad need to stay alert to the items they can and cannot take onboard, but do they know about the rules regarding items they buy at the airport?

Travelling with bottles in any shape or form usually comes with its restrictions, as many airports ask for you to pack liquids in measurements only up to 100ml. However, there are some far stricter rules when it comes to the liquid you’re buying in duty-free – particularly alcohol.

At most airports, you can buy bottles of wine, spirits, beers, and more; sometimes up to a liter of each is sold at discounted prices. And yet, despite being able to make the purchase at the airport, you are strictly prohibited from drinking it or even opening it on the plane.

Duty-free alcohol is generally allowed on board, passing as a form of carry-on luggage, when purchased after getting your security checks. Although it is almost always placed inside a sealed Security Tamper-Evident Bag, paired with the receipt.

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Within aviation law, this bag must remain sealed throughout the whole duration of the flight, a rule that is consistent across all airlines. Passengers must not consume their own duty-free alcohol on the plane, as all alcohol must be purchased from the cabin crew.

If there’s anything else you’ve purchased from duty-free, you will need to ensure it is placed in a separate bag or in your carry-on luggage to avoid it being trapped inside the sealed bag for the duration of the flight.

The rule is consistent, yet each airline may handle people consuming this alcohol differently, with potential fines for those who break the rules.

Jet2 states: “You may not bring on board alcohol for the purposes of consumption whilst on the aircraft. For safety reasons, we restrict the consumption of alcohol on board. Only alcoholic drinks purchased on board may be consumed during the flight. It is an offence to be drunk on any aircraft. Jet2.com reserves the right to serve alcoholic drinks to customers at our absolute discretion.”

After some recent confusion with passengers boarding Ryanair flights, a spokesperson made it clear where they stand when it comes to drinking on board. They said: “We are not ‘banning’ or ‘confiscating’ duty-free alcohol at boarding gates. As per Ryanair’s T&Cs, passengers can carry duty-free alcohol onboard but must not consume it during the flight.”

Across the majority of airlines, when it comes to alcohol consumption, they have a zero-tolerance policy on ‘disruptive behaviour’ and have the right to reject drunken and disorderly passengers from boarding the flight.

Meaning, even if you’re yet to take a swig of your duty-free bottle, you should be wary of how much alcohol you’re drinking within airport bars and restaurants.

As for the duty-free bag itself, this is often allowed as an extra courtesy to take on the flight, provided that it fits under your seat. However, this is typically limited to one bag per person and does not encourage passengers to hop on board with multiple additional bags after a huge shopping spree.