Unilever International Travel Retail is poised to launch Nexxus New York Salon Care to the travel retail industry at next week’s TFWA Asia Pacific Exhibition (stand G25, basement 2).
Nexxus New York Salon Care, described as the next generation of restorative haircare, is based on the premise that hair is replenished with life when treated with protein. Nexxus is already well-established in the USA and has a growing following in the UK and Brazil.
For travel retail, Nexxus is offering eight different regimens, otherwise only available in the USA, with each shampoo, conditioner and additional treatment(s) having a targeted purpose. According to the brand, each regimen is custom-crafted to work together as part of a total system that delivers nourishment to hair and restores protein levels that have been lost to create “perfect equilibrium”.
“We see Nexxus as filling an as yet untapped niche in the travel retail haircare market for a premium, upscale systematic range that will sit alongside and complement but not detract from our current Toni & Guy brand offer,” said Unilever Global Travel Retail Business Manager Rosalyn Frayna.
Frayna added that Nexxus offers unique selling points which combine the best of science with the rarest and most exclusive ingredients of nature, including world-firsts such as a water-based serum infused with protein complex to nourish hair at the deepest level. The Nexxus range includes 20 patented formulas.
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“An untapped niche in the travel retail haircare category”: the Nexxus range includes eight regimens with a specific purpose | |
The eight systems all use silicone-free shampoos and conditioners. The shampoos contain 100% pure elastin protein and fibre actives to rebalance hair by cleansing and replenishing nutrients within.
Conditioners are enriched with concentrated elastin protein and patented nano silicones that envelop the hair surface with an ultra-fine film to restore the protective barrier, flattening cuticles for “seamless” movement, without adding weight. Microsheet Conditioner Technology, protected by five patents, acts as a lubricant that holds hair fibres apart by trapping water between them. This claims to provide instant smoothness during rinsing, preventing tangling and reducing hair breakage.
Available to travel retail in 400ml sizes, the eight regimens are as follows:
Therappe/ Humectress – for normal to dry hair
Emergence – for weak and damaged hair
Youth Renewal – for fine or weakened hair
Oil Infinite – for frizzy or unruly hair
Nexxus HydraLight – for normal to oily hair
Promend – for hair prone to split ends
Diametress – for fine and flat hair
Color Assure – for coloured hair
The Nexxus collection is supported by a wide range of POS and merchandising systems, including a pop-up store format which can include digital screens and an interactive mirror to allow onsite stylists to analyse hair health, texture and density.
Frayna said: “We are all aware of the need to encourage footfall into airport retail areas through consumer engagement. Nexxus is perfect for this with its focus on hair as a living concept – this enables us to create compelling visuals and interactive animations that will draw in consumers and encourage browser to shopper conversion.
“We’re very much looking forward to introducing Nexxus to buyers at the Singapore show where we’ll once again have a very innovative and powerful stand that uses black and white brickwork to distinguish between this new launch and our existing travel retail brand, Toni & Guy. We have one wall in black brickwork for Toni & Guy and two in white for Nexxus – we’re optimistic that it will really stand out.”
