BEAUTY IN ASIA: MOROCCANOIL Korea opens up for Moroccanoil
Moroccanoil Vice President for Travel Retail, John Gates, tells Charlotte Turner that the South Korean market has really opened up for the brand, which is impressive considering that it only entered the travel retail industry three years ago.
T
he beauty category is driving DF&TR sales globally, but also in Asia
(particularly true in Korea). Have you been able to take advantage of the momentum that this category is enjoying in Asia in particular? Absolutely. With new points of sale both on the local Korean market with Shinsegae and Hyundai, as well as our first point of sale in the downtown duty free zone with Shinsegae, our business continues to expand and grow especially with customers from the People’s Republic of China (PRC) travelling into Korea for shopping trips.
Which nationality of customers are most important to your business in Asia Pacific? All Asia Pacific demographics are important to Moroccanoil, however, due to the fact that our brand is not currently sold downtown in Mainland China, the PRC customers are particularly of interest. We are able to not only introduce
them to the brand, but continue to serve them at various points in their travel itineraries ie Hong Kong, Macau Korea, etc.
In terms of the company’s global DF&TR business, what percentage can be attributed to Asia Pacific? Currently we are registering about 30% of our worldwide duty free and travel retail business – at airports, onboard and inflight – within Asia Pacific, however, we only entered this market in the first quarter of 2016, with DFA Macau and DFS.
Is this a percentage that you are actively looking to grow? If so, how are you planning on doing this? Moroccanoil is planning on growing its Asia Pacific business with the following three strategies. We want
MAY 2017 Moroccanoil continues to expand in Asia.
to further develop our partnership with DFS, at premium airports and its downtown galleria shops. We also want to continue to grow
not only the volume, but also the offer onboard with our current Asia Pacific inflight carriers. Ahead of the TFWA Asia Pacific
Exhibition we received much interest to further explore points of sale/ points of distribution within Asia Pacific markets.
Which DF&TR channels are of interest to Moroccanoil in Asia Pacific? The channels of interest within the Asia Pacific markets are key hub airports, airlines and cruise chips. Our current five-year duty free &
travel retail business model is not focusing on border shops or ferries.
Can you tell us which trends/ demands you have observed in the last 12 months which have had a bearing on your business? An increasing demand for products with oil-infused technology, which speaks to our brand DNA in both hair and body categories. Additionally, we are seeing more
and more consumer demand for multifunctional products. Our Pure Argan Oil
is
multifunctional as it can be used alone or it can be partnered with a day or night cream for additional antioxidants benefits. As a brand, we are looking at ways
to continue to accommodate this consumer demand. For example, our most
recent launch within the Curl Collection offers a Curl Cleansing Conditioner, which is a cleanser and conditioner in one. «
“With new points of sale both on the local Korean market with Shinsegae and Hyundai as well as our first point of sale in the downtown duty free zone with Shinsegae, our business continues to expand and grow especially with customers from the PRC travelling into Korea for shopping trips.”
John Gates, Vice President, Retail and Travel Retail Sales, Moroccanoil
TRAVEL RETAIL BUSINESS 141
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