Beauty brand Moroccanoil, best known for its signature hair Treatment oil, is eyeing the travel retail industry with interest – and serious intent – after exhibiting for the first time at the IAADFS Duty Free Show of the Americas earlier this month.
 |
The colouful Moroccanoil stand at this month’s IAADFS show in Orlando |
The brand, which showcased its extensive hair, skin and body portfolio during the event, attracted much attention from buyers and hopes to make its channel debut very soon.
“Travel retail is the next logical opportunity for the brand,” Director of Retail Sales John Gates told The Moodie Report. “And we are looking at all the options, with no limitations.”
The lifestyle brand, still only seven years old, took the haircare world by storm when Co-Founder Carmen Tal created its original Morocannoil treatment. Since then the brand has diversified into other product categories, and extended its haircare range. In a further boost to the brand’s profile, from April the Moroccanoil Body Collection will be available exclusively at Harvey Nichols and selected spas in the UK.
 |
The Moroccanoil Body Collection will be available in the UK from Harvey Nichols in April |
Like its hair collection, the body line features argan oil as a key ingredient. Products include a Cleansing Bar, Body Buff, Body Souffle and two Body Oils.
Gates described the IAADFS show as a successful fact-finding mission. “We wanted to get a feel for what travel retail had to offer – and vice-versa,” he explained. “Now we are looking to progress. But whatever we do in this channel must align with how we operate already within our spa/hospitality business. And it must be suitably premium”¦Consistency and continuity are key. We want to build a brand, not just introduce a product.”
 |
The Moroccanoil Body Collection will be available in the UK from Harvey Nichols in April |
According to Gates, the Moroccanoil portfolio is easy to use and understand, multi-functional and non-gender specific. “Obviously the oils are our hero product, but we have an offer with broad appeal, based on quality and integrity,” he underlined.
“We didn’t know quite what to expect from the show, but we are very pleased with our experience. And it has allowed us to let travel retail know that we are serious about this channel.”
For more information visit www.moroccanoil.co.uk
