BRAND SPOTLIGHT: NUXE


Huile Prodigieuse Florale: for a new generation of consumers


F


rench skincare brand, Laboratoire Nuxe known for its natural cosmetology approach,


is reinventing its hero product, Huile Prodigieuse, providing a new demographic of beauty enthusiasts with a fresh and floral scent. According to the brand, founded


by Aliza Jabés, Nuxe helped to invent pharma-cosmetics over 25 years ago, and in recent years has found that this reputation has helped it to grow its business in the duty free & travel retail channel. “Since its creation in 1991 Huile


Prodigieuse, a multi-use and multi- purpose dry oil, has become a skincare icon in beauty stores and pharmacies across the world,” says Marion Bruimaud, Travel Retail Director, Laboratoire Nuxe. “Creating this sister scent is a bold


step for us, but it is one that is offering women two choices that they can alternate (between) depending on their mood.” Whilst featuring the same natural


composition and the same benefits as the original oil, the floral scent has been “stripped of its warm, sunny fragrance notes to reveal a sweet, velvety and sensual base in a floral iteration that we believe is equally addictive,” adds Bruimaud. “We all know the importance


customers attach to finding new and different products in travel retail, so we are confident that Huile Prodigieuse Florale will have a huge appeal to them.”


Asia launch for September? Nuxe will conduct a DF&TR two- month activation specifically for this launch in mid-May with Gebr Heinemann at some of the retailer’s key European airport stores – Frankfurt, Copenhagen, Oslo – in addition to IDF in Brussels and perhaps at a later date with Lagardère Travel Retail. Nuxe is looking to launch this product in Asia in September and


MAY 2019


Nuxe has sold over 25 million bottles of its hero product Huile Prodigieuse since it was first launched in 1991, emboldening it to release a ‘sister’ product…this time in pink. Charlotte Turner attended the global launch in Paris last month.


has high hopes for its success in this region, believing it will become popular with millennials. Whilst oil products have not


carried a strong appeal with Asian consumers in the past, Nuxe informs TRBusiness that this is changing. According to the French skincare


brand, customers in this region are introducing just a couple of drops of the product into their daily beauty regime, rather than applying it neat as an all-over face & body treatment. The use of natural ingredients


and the fact that the product is free of silicone are also appealing. To top it all off, the oil’s new fragrance is described as floral, fresh and ‘luminous’; all characteristics which have proven to be popular in Asia Pacific. The task of creating a scent


which would appeal not only to Asian consumers, but also those of younger generations, fell to Irène Farmachidi (Technicoflor), who told TRBusiness that it took two years to complete the project. The original Huile Prodigieuse product has become somewhat of


a staple item in inflight retail and is currently listed with 68 airlines. As a result, it has become one


of the best-selling beauty items in the skies. Nuxe first entered travel retail in


2013 and since then the brand has enjoyed ‘significant year on year growth with sales doubling over the last three years’, it says. Nuxe products are now available


in 236 points of sale in 38 countries, with airport listings numbering 184. In addition Nuxe has a presence


on 21 ferry shops and port areas, and is available in 17 border shops along with seven diplomatic and military locations. «


“Creating this sister scent is a bold step for us, but it is one that is offering women two choices that they can alternate (between) depending on their mood.”


Marion Bruimaud, Travel Retail Director, Laboratoire Nuxe


TRBUSINESS 137


Above: Huile Prodigieuse Florale is tinged with a pink hue to reflect its new ingredients.


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