Mäurer & Wirtz has revealed plans to replicate its Tabac Barbershop pop-up concept in airports across Europe and beyond following interest from retailers.

Plans are also underway to stage pop-ups in various domestic markets in 2017 including the UK, Germany, Spain, Finland, Israel and South Africa.

The Barbershop offers male customers traditional wet shaves, moustache and beard trims using products from the Tabac brand. Founded in 1959, the Tabac range includes Tabac Original, a line of products based around its signature aromatic men’s fragrance, and Tabac Gentle Men’s Care – a fragrance and grooming line which launched in 2015.

Dutch Meesterbarbier Jan Heidemann in action at the Tabac Barbershop at the TFWA World Exhibition in Cannes last month

Close shave: Dutch Meesterbarbier Jan Heidemann in action at the Tabac Barbershop at the TFWA World Exhibition in Cannes last month

Mäurer & Wirtz Senior Business Development Manager Sascha Gillessen commented: “The travelling consumer is looking for a special experience which animates the brand and brings the travel retail environment to life. The Tabac Barbershop experience matches this trend perfectly, delivering a unique customer service to travellers and driving sales of Tabac products.

“For travel retail we are focusing our attention on those markets where Tabac enjoys a good base in domestic already. Of course there are many details to sort out, such as space allocation in the airport and permission for the use of razors airside, but we are optimistic that the Tabac Barbershop will pop up in several travel retail locations very soon with Frankfurt being top of the list.”

Following a successful residency in Amsterdam Airport Schiphol in May, the Barbershop at the TFWA World Exhibition in Cannes proved equally popular. TFWA International Exhibitions and Sales Manager Marissa Phanivong said: “We were really pleased with the Tabac Barbershop experience offered to our delegates at TFWA World Exhibition and Conference 2016.

“It is a nice concept and a unique experience, especially in an airport or at a show, which is consistent with the current trends. It is one relaxing moment during a full day of meetings and was much appreciated. We can state that this new service has been well-received and the feedback from users is very positive.”