Moroccanoil is set to strengthen its travel retail presence with the introduction of full-size haircare products to 90% of global premium airport destinations.
Previously, only the travel-size haircare collection and haircare travel kits were available in travel retail, with the full-size collection exclusively sold in professional salons.
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Supersize hair: Moroccanoil Body Moisture & Shine Shampoo and Conditioner in Fleur de Rose and Fleur d’Oranger | |
The company said it is also continuing to focus on Moroccanoil Body and has added new collections Fleur de Rose and Fleur d’Oranger to the range.
Moroccanoil will be exhibiting at next month’s TFWA Asia Pacific Show in Singapore (Level 1/stand T8).
Moroccanoil Vice President of Retail and Travel Retail Sales John Gates said: “With the introduction of the full-size Moroccanoil haircare assortment to 90% of our worldwide points-of-sale, I anticipate immediate enhanced sales growth that will position the brand to outpace the travel retail competition within the haircare category globally.”
Moroccanoil is growing its travel retail presence in prestige duty free airport stores, inflight sales and cruise and ferry channels worldwide |
“Moroccanoil is more than a leader in the oil-infused beauty industry; we are a lifestyle beauty brand that is able to offer consumers multiple categories including haircare, body care and sun care,” Gates added.
This month, the company announced new partnerships with Duty Free Shopping (DFS), Dufry and Duty Free Air & Ship Supply Co (DFASS), which will increase Moroccanoil POS by 55-65%. Between April and June this year, the company will open Moroccanoil outlets in Hong Kong International Airport and new airport locations throughout the USA and Latin America.
