Hair and body travel essentials specialist Hairways is partnering with Blueprint consultancy to help extend the brand’s footprint in travel retail.
With a ‘Hello Haircare, Hello Holidays’ tagline, the brand was set up four years ago by Belgian entrepreneur Laurent Colyns.
“As a frequent traveller I often found myself in need of premium travel essentials that were easy to pack, easy to use and lightweight,” he said.
“The solution to all this was Hairways, the realisation of my dream of creating a range of high quality, vegan-friendly and cruelty-free products in travel-authorised packaging.”
Hairways’ products focus on hair, skin and sun care and target both men and women. Hair Styling Cream, Conditioning Shampoo and Wash & Shave 3 in 1 are featured along with Micellar Water, Face & After Sun Moisturizer and Moisturizer & After Sun. Personal and sun care products include Progressive SPF Sun Spray, Intimate Moisturizer, Beard & After Shave Lotion and Cleansing Spray and Deo.
The products were created in Belgium and manufactured in Finland and are presented in travel-friendly, 100ml packs designed to look like boarding passes.
Hairways is listed at Amsterdam Airport Schiphol and the brand’s products are available on domestic markets in eight European countries: Belgium, Finland, Netherlands, Denmark, Estonia, Bulgaria, Romania and Germany. Distribution in Italy and the US is planned.
Colyns noted that developing a presence in travel retail is “no easy feat” but he is confident there is a place for Hairways.
“The current assortment found in travel retail is really impressive and packed with the most successful brands and products yet it seems that retailers are increasingly welcoming brands that offer different value propositions,” he said.
“Our products retail between €10 and €15 and are ideal for those travellers who need to re-stock, who have forgotten their travel essentials or got their stuff confiscated at security check points. That’s why our packaging is tailor-made for travelling; it is effective, compact, saves space and adheres to LAG policies throughout the travel industry.”
Blueprint’s Thomas Kaneko Henningsen commented: “Hairways and Laurent are inspiring examples of how a frequent traveller develops a new concept based on his own on-the-go experience.”
Henningsen said travel retailers and their buyers are keen to experience new brands and products tailor-made for the channel. “We actively support new travel retail brands like Hairways because travellers crave newness,” he added.