BEAUTY IN ASIA: INTERNATIONAL BRANDS Molton Brown has finger on the pulse...
At this time, brands are adapting their businesses to combat the devastating impacts of Covid-19. Those brands (and retailers) who have robust ecommerce and omnichannel solutions are faring better than those who don’t. What position would you say Molton Brown is in when it comes to its product availability online (in duty free & travel retail)?
Rosie Cook, Associate Director Global Travel Retail, Molton Brown The importance of digital to shoppers in Asia – and globally – cannot be understated and at Molton Brown we
brand to define the category,” says General Manager, Sid Katari. “Asia Pacific is extremely important to our travel retail strategy.” Oribe is currently preparing to
launch the brand in Hong Kong, Singapore and Taiwan, and will look to ‘assertively’ expand its footprint within this region. The brand is currently listed with
Shinsegae, Lotte Duty Free, The Shilla Duty Free, Hyundai Duty Free and Dongwha Duty Free in South Korea and will continue to expand into additional airport and downtown duty free stores. “We will continue to focus on
South Korea as it is the world’s largest duty free market,” says Katari. “Southeast Asia is another major area we are looking at, as there is significant growth potential within the travel retail segment here.”
and unique offers for these customers is a key part of our approach in travel retail. In the wider market, we are seeing
Molton Brown 100ml Jasmine Sun Rose Eau de Parfum.
have renewed our partnership with I-CLICK which allows us to engage Chinese shoppers while they are in the UK, using apps such as Hyperlocal and Youdao, as well as creating exclusive gift offers at UK airports. Making such special
KOLs unlock success Finding the right partners is key, says Katari, as the company looks to define the haircare category across all channels. One of the ways to increase brand exposure and thereafter, sales, is to communicate through KOLs (key opinion leaders) or influencers. Considered absolutely essential to success in Asia by the beauty industry, Katari tells TRBusiness why they are so ‘influential’. “As the industry continues
to develop, influencers remain a significant part of our global marketing strategies. Influencers are unique in that they create consistent, digital content that has the potential to reach millions of followers, helping to share the Oribe story to consumers around the world. “Oribe has the highest performing products on the market so the support
Oribe Hair Care on travel retail exclusives
Are there any particular demands from travel retailers that you are
trying to address? This could be to do with packaging, product selection, merchandising units, etc.
Oribe Hair Care’s ‘bestsellers’. MAY 2020
Sid Katari, General Manager, Oribe We plan to curate exclusive on-the-go sets for the well-travelled consumer, from cleansers and stylers to body washes and crèmes. This can include an assortment of full and travel-size products in customised packaging.
As a company, we’re taking steps to
become more sustainable in all aspects of our business, which is becoming an increasingly important concern for all consumers. For example, our outer cartons and shipping boxes are Forest Stewardship Council (FSC) certified and made of recycled board. The FSC works internationally to reduce environmental impact, promote the long-term vitality of forests and uphold the rights of workers and indigenous peoples.
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a bigger demand from shoppers for digital concepts and engagements, both before they arrive in the airport and once they are in the store, to create a full omnichannel experience. A great example of this is our
Fragrance Finder, which was showcased at the TFWA World Exhibition in Cannes. This in-store digital engagement offered shoppers a personality test, which then recommended the perfect fragrance for them based on their unique character, rather than olfactory preferences.
“We will continue to focus on South Korea as it is the world’s largest duty free market. Southeast Asia is another major area we are looking at, as there is significant growth potential within the travel retail segment here.
Sid Katari,
General Manager, Oribe
from the influencer community has really helped the brand gain consumer awareness in the US. “As we expand into the travel
retail industry, we will continue to look at creative ways to integrate influencers into our 360-degree marketing plans.” «
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