“Our goal is to continue expanding our footprint within the travel retail segment and to share Oribe’s commitment to quality and performance through our unique collection of best-in-class products.” So says Oribe Hair Care Global General Manager Sid Katari as he prepares to embrace the virtual event format at the Summit of the Americas.
Oribe Hair Care launched in the US domestic market in 2008. Since then, it has successfully created its own niche category in the luxury haircare space that has spurred growth in North America and worldwide.
“We’re expanding our footprint globally to areas where we see opportunities to replicate our success within the US market and are currently focusing on regions such as Asia and Europe,” he says. “As we expand into new markets, we will continue to focus on our omnichannel distribution. This includes the travel retail segment, where there is great opportunity for Oribe to reach consumers who have a renewed desire for travelling.”
In this interview, Katari discusses Oribe Hair Care’s multi-channel recovery strategy and how he plans to replicate the brand’s domestic market success in travel retail. Katari also shares his views on growth opportunities within the prestige hair care space as self-care takes on a new meaning in times of crisis.
“A multi-channel approach is key to success in this ever-changing landscape,” Katari says. “For Oribe, we are looking for our partnerships to evolve into a true omnichannel presence so we can reach the consumer in a variety of ways while still offering the best-in-class experience that they expect.”
What is the major focus for Oribe Hair Care at the Summit of the Americas – A Virtual Experience? What lines, launches or campaigns will you emphasise and showcase?
Our goal is to continue expanding our footprint within the travel retail segment and to share Oribe’s commitment to quality and performance through our unique collection of best-in-class products. We will be showcasing a curated assortment of our top-selling products including the cult favourite Dry Texturising Spray, Serene Scalp Collection as well as two travel-friendly sets.
We launched our first ever travel retail set in Fall 2020, which is exclusively available at Hyundai Duty Free shops, and includes three airline-friendly sizes of our beautiful Gold Lust Nourishing Hair Oil. This is one of our global best sellers. The luxurious, lightweight oil works wonders to condition, strengthen and smooth dry, damaged or colour-treated hair.
We’ll also be presenting our #OribeObsessed set, which offers travel sizes for three of Oribe’s must-have products, Gold Lust Repair & Restore Shampoo and Conditioner and Dry Texturizing Spray. The set is designed to provide consumers with an opportunity to explore the brand through several of our iconic products in convenient travel-friendly packaging.
Oribe Hair Care launched in the US domestic market in 2008 and has experienced continued success in the region. Where do you see further growth prospects?
We’re expanding our footprint globally to areas where we see opportunities to replicate our success within the US market and are currently focusing on regions such as Asia and Europe. As we expand into new markets, we will continue to focus on our omnichannel distribution.
This includes the travel retail segment, where there is great opportunity for Oribe to reach consumers who have a renewed desire for travelling. In this channel, we are focused on finding the right partners who share our values and will help us achieve a seamless omnichannel experience for the travel consumer.
Oribe Hair Care seized the virtual opportunity at the Virtual Travel Retail Expo last October. What virtual innovations can we expect to see from you at the Summit of the Americas?
We plan to display our top-selling products in a custom-designed virtual booth that highlights our dedication to design and craftsmanship in all forms. We’ll be offering live virtual chats and meetings as a means to connect with prospective partners, industry leaders and media attendees. The virtual format of the Travel Retail Expo last October proved to be a successful and convenient way to present our audience with the best-in-class Oribe experience while also allowing us to connect one-on-one with our partners, and we plan to have the same success at the Summit of the Americas.
How do you view the continuing impact of COVID-19 on Americas travel retail and the wider industry?
We have seen a strong desire from consumers to travel and shop, and as regions around the world slowly begin to reopen, I am confident the industry will return to what it once was.
Due to COVID-19 and the majority of people staying home for the past year, the wider beauty industry has witnessed a rise in consumer interest on overall health and wellness. I believe this trend will continue and extend into travel retail, with consumers seeking self-care products while on the go.
In our last interview, you mentioned that Oribe Hair Care saw a +46% increase in travel retail sales in 2019. How has COVID-19 impacted this performance and what is your recovery strategy for 2021?
We saw sales increase by +58% due to the reopening of several regions in the second half of 2020. The introduction of our first travel retail kit featuring Gold Lust Nourishing Hair Oil, available exclusively at Hyundai Duty Free Shops, contributed significantly to our growth.
In 2021, we will focus on digital communication with our consumers through our partner’s e-commerce and social media platforms, even as travel restrictions begin to lift and foot traffic increases. We also plan to launch new products in the travel retail segment that are proven best-sellers in the domestic markets.
What do you think is the hair care category’s role in the recovery of the channel in 2021 and beyond?
As mentioned, consumers have become increasingly interested in health and wellness and are searching for luxury solutions with long-lasting benefits. Consumers have shown that they are more willing to spend, and even splurge, on self-care items including hair care.
According to NPD group, hair care was the only category that grew in 2020. In a market that was down –19%, hair care was up +7%. They also reported that prestige hair care grew +8% in 2020. As travel slowly begins to increase around the world, I believe we’ll see consumers diversifying their spend to include luxury hair care as part of the self-care category.
How do you think the channel can and should engage with travelling consumers to ensure a sustained recovery?
It’s important to constantly communicate with travelling consumers and continue engaging with them through an omni-channel approach. During uncertain times such as these, it’s crucial that travellers know what measures are being taken for their safety. We’ve already seen consumers beginning to travel and shop more in Asia as the region has begun to slowly reopen, and I’m confident that the travel retail channel will make a full recovery.
How would you like to see industry partnerships evolve as we enter a new era for travel and travel retail?
A multi-channel approach is key to success in this ever-changing landscape. For Oribe, we are looking for our partnerships to evolve into a true omnichannel presence so we can reach the consumer in a variety of ways while still offering the best-in-class experience that they expect. I believe there is great opportunity for the brand to develop itself within the channel with the right partners, and to achieve the same success that we’ve seen in the domestic markets.
There is just one week to go until the highly anticipated Summit of the Americas – A Virtual Experience begins on 5 April. There is still time to register and join around 800 delegates who have already confirmed their places.
Visitor registration (free to all travel retailers and airport companies) remains open at the official event website.
