NORWAY/DENMARK. The Max Factor brand has made its travel retail debut in partnership with Gebr Heinemann. The cosmetics brand is now available at duty free shops in Norway and Denmark, countries in which it already enjoys a strong domestic market position.
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The new travel retail exclusive sets, from Max Factor and Gebr Heinemann |
“Max Factor is a leading cosmetic brand in more than 70 countries,” noted Christian Doose, Managing Director of Max Factor Worldwide. “Our label actually leads the field in many markets, including Sweden, Norway and Denmark.
“The collaboration with Gebr Heinemann will enable us to introduce Max Factor to the travel retail sector in these markets. The travel market represents a highly promising new growth opportunity for Max Factor. Gebr Heinemann is also the ideal partner to help us get established in that market quickly and effectively.”
To mark the launch, Max Factor and Gebr Heinemann have teamed up to create special editions exclusively for the travel retail market, which offer a value saving. Masterpiece Max mascara and False Lash Effect mascara are available now in double pack format (priced at €25.50 and €27.50, respectively), in addition to Masterpiece Max and Masterpiece mascara (€24.50).
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Gebr Heinemann will further extend travel retail distribution for the Max Factor brand in 2010 |
Kay Spanger, member of the management board in charge of purchasing at Gebr Heinemann, added: “For us, this partnership with Max Factor is the first time we have worked with an industry to create a product for our shops. This trend is likely to intensify in future. When customers come to our shops, they expect to see exclusive airport products on sale, as a privilege of air travel.”
Further business expansion is planned, taking into account the strength of the brand on various domestic markets. In the year ahead, launches will take place in Gebr Heinemann’s German and Austrian shops. Plans are also being drawn up to expand operations to include Scandinavian ferry operators, airlines and military units.
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