Olaplex makes travel retail debut in partnership with Dufry

UK. Prestige haircare brand Olaplex is set to launch in travel retail with Dufry, beginning with the UK airport market. 

The ‘bond-building’ pioneer products will be available in 12 locations including Heathrow, Gatwick, Manchester, Stansted, Liverpool, Birmingham and Leeds Bradford.Olaplex CEO JuE Wong said, “We are thrilled to be partnering with Dufry. Through this partnership we can reach even more consumers globally who want to address their damaged hair by truly giving them a solution in the very first application. This expansion complements our current specialty retail presence, further advancing our positioning as a leader in haircare and reinforcing our omnichannel presence in prestige haircare.”

Olaplex is committed to reducing secondary packaging to control its overall carbon footprint

The full Olaplex haircare line will be available in travel retail: No.0 Intensive Bond Building Treatment; No.3 Hair Perfector; No.4 Bond Maintenance Shampoo; No.4D Clean Volume Detox Dry Shampoo; No.4C Bond Maintenance Clarifying Shampoo; No.4P Blonde Enhancer Toning Shampoo; No.5 Bond Maintenance Conditioner; No.6 Bond Smoother; No.7 Bonding Oil; No.8 Bond Intense Moisture Mask; and No.9 Bond Protector Nourishing Hair Serum. Travel-friendly sizes of the brand’s bestsellers No.4 and No.5 will also be stocked.

Dufry Head of Beauty Category Delphine Poultney commented: “We are always striving to deliver new, exciting and ‘must-have’ brands to our customers. Olaplex is a leader in prestige haircare and a much sought-after brand, and we are therefore delighted to be able to make this great product available for the first time at our stores in the UK.”

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