BEAUTY REPORT: MOROCCANOIL
Protect & Prevent paves the way for colour collection coming soon…
Speaking directly to end-consumers has always been Moroccanoil’s policy – even when it was a salon brand – and one that has proven very successful for the company in travel retail. Once again, the brand has reacted to consumer demand, with the launch of its Protect & Prevent Spray as part of a new colour collection. Charlotte Turner reports.
A
s reported by TRBusiness. com, Moroccanoil is turning its attention to colour-
treated hair with its latest product release – for all markets – the Protect & Prevent Spray, which aims to do exactly what its name suggests. However, the Protect & Prevent
Spray is just one component of the Moroccanoil Color Complete Collection, a revolutionary 360-degree approach to colour care, as John Gates, Moroccanoil Vice President of Retail and Travel Retail Sales, told TRBusiness in Singapore last month. However, while TRBusiness was treated to a sneak preview in Asia, the company plans to reveal all later on in the year (around August/September). What Gates was happy to talk about, was the company’s aggressive expansion in travel retail. “Prestige haircare is the fastest-
growing beauty category in the world (domestic and travel retail),” Gates said. “It was the natural next step for Moroccanoil; graduating from a globally recognised salon brand to moving into retail. Through our advertising, marketing and our exposure on the world stage at fashion weeks we were also poised for success in duty free & travel retail.” Moroccanoil has since expanded
its offer to include a whole range of body care, sun care and skincare products, perfumed with the same addictive scent that helped to recruit so many loyal fans of the haircare products. Gates and his travel retail team plan to increase the body care business in travel retail and hopes that in the next few years or so, this segment will represent around 30% of the brand’s total TR business. “Only four years ago [when we entered travel retail] this was just 3%,”
JUNE 2019
he added. “It’s currently around 23-24%”. What is also important to Gates
is refreshing the brand’s product portfolio on a regular basis, as he explained. “Each year we offer something new – in haircare as well as body – and in H1 2020 we can also expect some more travel retail exclusives. As I already mentioned the new colour haircare products will be unveiled to the industry in H2 2019.” Right now though, the brand
is keen to promote the Protect & Prevent Spray; a leave-in conditioner that shields colour-treated hair against daily damage, preventing ‘brassiness and fading’, says the company. “Sunscreens protect against UV
rays, while a blend of antioxidants helps neutralise free radicals generated by environmental stressors,” it adds. “It protects against thermal
damage from hot tools, while harnessing the power of ArganID micro-encapsulated technology to repair and seal the cuticle.”
‘Remarkable results’ Commenting on the diversification of the brand – into colour (haircare), but also body and skincare – Gates said Moroccanoil has always responded to consumer feedback. “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 haircare, body care and sun care.” Driven by a passionate travel retail team, Moroccanoil concluded 2018
with ‘remarkable’ results in key European, Americas and Asia Pacific territories. The brand continues to expand in new locations in the Americas with Dufry and DFASS, and in Asia, including Korea, Singapore, Thailand and Japan. It is also in conversation with some Asia Pacific airlines about the possibility of supplying products for first and business class amenity kits. «
“The expansion of Moroccanoil is supported by continued consumer and industry excitement and demand for the brand.”
John Gates,
Moroccanoil Vice President of Retail and Travel Retail Sales
TRBUSINESS 45
Above: Protect & Prevent Spray from Moroccanoil.
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