L’Oréal Travel Retail has hailed the success of its Kérastase brand, claiming it proves that the premium haircare category drives conversion.
At Kérastase’s recently opened Lisbon Airport counter, a professional hairdresser and her team are on hand to provide a hair and scalp diagnosis for travellers and to advise them on which products suit their hair needs.
According to Kérastase, for most customers this is the first time they have experienced the Hair & Scalp Profiler – a service they find to be ‘credible and personalised’ – which has led to a 70% customer conversion in several Kérastase counters.
This success, the brand believes, is down to the combination of professional recommendation, the high quality of the products themselves and an inviting premium retail environment.
Exclusive Kérastase travel sets are now available to customers shopping in travel retail.
In a statement, L’Oréal Travel Retail said: “Kérastase is bringing one of the world’s largest beauty categories, fully incremental sales and praised services to travellers and to the circuit.”
