Moroccanoil has extended its Color Complete collection with a Protect & Prevent spray which will be highlighted at the upcoming TFWA Asia Pacific Exhibition (Level 1 S16).
Protect & Prevent Spray is a weightless, leave-in conditioner developed to protect coloured hair against daily damage and to prevent brassiness and fading. Moroccanoil said sunscreens protect against UV rays and antioxidants help neutralise free radicals generated by environmental stressors. The product also offers protection against thermal damage from hot tools and uses ArganID micro-encapsulated technology to repair the hair’s cuticle.
Moroccanoil Vice President of Retail and Travel Retail Sales John Gates said: “The expansion of Moroccanoil is supported by continued consumer and industry excitement and demand for the brand.
“Moroccanoil is more than a leader in the oil-infused beauty industry; we are a lifestyle beauty brand that is able to offer consumers multiple categories including hair care, body care and sun care.”
Moroccanoil noted “remarkable results” in 2018 in key European, Americas and Asia Pacific markets. Its footprint in the Americas was extended through partnerships with Dufry and DFASS and in Asia the brand is now available in South Korea, Singapore, Thailand and Japan.
Its ‘hero’ product Moroccanoil Treatment is available through selected inflight listings and Moroccanoil said it is considering partnerships with key Asia Pacific carriers through first and business class amenity kit programmes.
The brand said its travel retail team is working with partners to strengthen overall sales volume, enhance brand awareness and open new points of sale and distribution.
As reported, Moroccanoil’s first travel retail pop-up, in partnership with Kappé Schiphol, ran at Amsterdam Airport Schiphol in March.
The experiential space offered consumers hair consultations with dry styling and featured a large Moroccanoil Treatment bottle to encourage social media interaction and a ‘hydration station’ which highlighted customisable three-piece gift sets.
Moroccanoil oil said the brand experienced a 125% increase in sales during the promotion and plans to roll the concept out to other locations.