A Mäurer & Wirtz pop-up Tabac barber shop will open at TFWA World Exhibition next week (3-7 October), located in the TFWA Well-Being Lounge, Golden Village, Level 1.
The move follows an activation at Amsterdam Airport Schiphol in May where travellers were offered free wet shaves, beard and moustache trims. The promotion then went on tour around the Benelux countries over the summer.
The barber shop will be modelled on this previous activation and will be run by Dutch Meesterbarbier Jan Heidemann using Tabac products.
Mäurer & Wirtz’s Sascha Gillessen said: “The Tabac barber shop is a key element in the communication strategy for our brand, educating travellers about gentlemen’s products, shaving techniques and care of the skin. Men’s grooming is really taking off at the moment and the activation in Amsterdam created great excitement in the store. It is so important to engage with our shoppers if we are to drive sales and travel retail provides the perfect opportunity to reach our target audience.”
Mäurer & Wirtz’s Tabac brand was founded in 1959 and now comprises an extensive range of shaving products, Eau de Toilette, Eau de Cologne and deodorant. The Tabac Original fragrance has notes of bergamot, neroli, lavender combined with amber, oakwood and sandalwood. In 2015 the fragrance and grooming line Tabac Gentle Men’s Care was launched, aimed at bringing the brand to a new generation of men.
Mäurer & Wirtz and Tabac will be showcased at K50 Green Village during the TFWA exhibition.
