VMH Swiss is introducing premium Swiss skincare brand Mettler 1929 and Swedish skincare heritage name Victoria 1905 to travel retail, with TFWA World Exhibition in Cannes next week a key launchpad (Riviera Village RF12).
VMH Swiss noted that travel retail is “a true brand-building channel” and a global showcase for its brands. The company highlighted findings that travellers “want something different”, citing a m1nd-set study claiming that two-thirds of duty-free buyers seek exclusive products, and self-purchase has risen from the mid-40% range in 2016 to 59% in 2026.
It also noted the power of storytelling, sense of place and delivering clear value – saying that brands must give travellers a reason to step into the store against a backdrop of modest footfall across the industry.
VMH Swiss added that travel retail requires “dedicated programmes with the consumer at the centre”.
In responding to these dynamics, VMH Swiss said its brands have a strong offer developed for the channel.
In Cannes, Mettler 1929 will present travel retail-exclusive (TREX) sets alongside a curated assortment focused on hero products.
Sense of place will lead the rollout: Switzerland for Mettler 1929, the Nordics for Victoria. Mettler 1929 is already listed in China, including in duty free, giving the brand strong recognition among Chinese travellers, added VMH Swiss.
VMH Swiss CEO Sarah Rekefuss said, “We have studied travel retail in depth, and I truly believe that our brands and travel-retail strategy anchored around a TREX programme and a curated assortment will help to bring innovation and convert travellers into consumers. I look forward to meeting our different retail partners to discuss the best ways to partner.” ✈
