Belgian beauty brand Hairways will launch a new Travel Essentials range at this year’s TFWA World Exhibition & Conference in Cannes (Red Village M27).
Hairways Founder Laurent Colyns said the brand aims to offer an “exclusive, complete, on-the-go” line of premium products in travel-friendly sizes. The new range includes haircare products, shaving gel, aftersun cream, deodorant and several lotions in approved carry-on sizes.
“The assortment, the marketing strategy and the approach are completely different from what has been available in travel retail before,” Colyns said.
“It [Travel Essentials] offers something new and very different in terms of product line and packaging. We have received a lot of positive feedback from retailers and distributors who have seen just drawings of the new line.”
Colyns founded Hairways two years ago with the aim of providing a one-brand solution to travel-size haircare and beauty requirements.
The paraben and fragrance-free products are said to cover all hair, body and face requirements when travelling, including washing, sanitising, moisturising, styling and protecting.
Colyns added: “From the very beginning of Hairways, travel retail was the only plan I had in mind. The line was completely imagined and developed for travel retail and to respond to the need of the passengers who were looking for premium haircare in travel size. Now with our new Travel Essentials range, we offer everything from a single source; whatever is needed for the journey.”
Colyns said the brand is targeting expansion in the European market but long term post-Cannes plans focus on the global market and the brand’s participation in the TFWA Asia Pacific Exhibition & Conference in Singapore in 2018. Travel retail-exclusive lines are also in the pipeline.
Hairways is represented in travel retail by Travel Retail Experts. Its Director Lutz Natonek described the new Hairways concept as “tailor made” for travel retail.
