Premium personal care brand HAAN returns to the TFWA World Exhibition this year with an expanded portfolio aimed at driving growth for its category in travel retail [Blue Village G28].
The company first released its hand sanitiser products in 2018, and has since expanded its range into tooth and body care, while pushing a strong message about its commitment to the environment.
HAAN – which, as reported, has just appointed Neil Ebbutt, the Rituals co-founder and former GTR Director to its Board of Directors – currently has more than 300 points of sale in travel retail. Its business in the channel has already grown +300% this year against 2021.
Now, the brand said it is looking to capitalise on the increased focus on hygiene and personal care in the COVID-19 era, particularly during travel.
HAAN CEO Eric Armengou said: “Travel retail is a shop window for us to reach a global audience and tell HAAN’s story to the world. The portfolio we will showcase in Cannes taps into a number of opportunities and new product categories, and puts us in a position to create a footprint in travel retail and beyond that touches travellers at every point of their journey.”
HAAN believes the core appeal of its brand lies in the unique formulas of its products, which use clean ingredients and ‘striking’ scents.
The brand’s growth in travel retail has also been fuelled by its travel friendly product formats and appeal as an impulse purchase. At the TFWA event, HAAN will share details of extensions to its travel friendly range, with its entire portfolio now being made available in smaller sizes.
Also being developed specifically for the travel retail channel is a HAAN Travel Set comprising the bestselling travel friendly lines in a premium, reusable toiletries bag.
Personal care with purpose
Sustainability and social purpose are key elements in the HAAN approach. All of its products are refillable, which significantly minimises waste.
For example, HAAN hand creams use -89% less water and energy in creating a refill as opposed to using a PET bottle; there are -70% less carbon emissions from refill manufacture versus PET bottle; and refills are 33% cheaper.
The social purpose of HAAN can be seen through its ‘Water is Life’ motto, a driving force in the business, which uses 20% of all profits to fund water wells in developing countries.
To date the company has funded 17 wells in such countries, improving living conditions, increasing school enrolment and helping to foster economic prosperity for communities in need.
