Coty is looking to strengthen its presence in the mid-market sector – and the colour category – with the travel retail introduction of make-up brand Rimmel London.
“We are have created a number of travel retail exclusive sets for Rimmel, with the inflight channel as the initial focus,” Coty Prestige Marketing Director Travel Retail and Export Worldwide Markus Stauss told The Moodie Report, at this year’s TFWA World Exhibition. “In addition, single skus will be available in the Middle East.
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Left: the Rimmel London RetroMania travel retail exclusive set; right: OPI Infinite Shine | |
The sets, which are priced at around £12, will be refreshed every six months. Examples include the RetroMania set, which contains a RetroGlam mascara, a ScandalEyes eye-liner and a ScandalEyes Shadow Paint. New for lips is the Apocalips Wow set, which features three shades of the brand’s popular Lip Lacquer.
Coty has also updated its OPI set portfolio. “We are the number one nail supplier in travel retail, with over 50% market share,” Stauss noted.
New for Holiday 2014 is the OPI Glamour Party mini collection, which features six 3.75ml polishes, including a RapiDry Top Coat. Looking ahead to 2015, the brand will unveil a new Hawaii collection for the spring/summer season (OPI’s two main collections each year are usually linked to a specific geographic location).
Other innovations from OPI included the new Wipe-Off! Acetone-Free Lacquer Remover Wipes, which are practical, portable and ideal for travel. One Wipe-Off! is sufficient to remove polish from ten nails.
Going forward, Wipe-Off! will feature in a number of travel retail exclusive sets, including My Travel Companion, which brings together the key manicure basics. The set contains a 50ml Avoplex High-Intensity Hand & Nail Cream, a 30ml Avoplex Exfoliating Cuticle Treatment, a 15ml Original Nail Envy Natural Nail Strengthener, 9ml DripDry Lacquer Drying Drops and 10 x 1 Wipe-Off! packets, all presented in a white cosmetics pouch.
Next year OPI will roll out a key new long-lasting polish collection called Infinite Shine, created in response to the popularity of long-lasting salon gel manicures. Described as a Gel Effects Lacquer System, the three-step line comprises a primer base coat, a selection of coloured lacquers, and a gloss top coat. No UV light is required to “cure” the polish, which can be taken off with regular remover. The colour lasts for up to ten days, according to OPI.
Lastly, Stauss hailed the ongoing success of Coty Engage, an intraweb created for the company’s Beauty Consultants. “This is an excellent resource for our team,” noted Stauss. “It includes brand news, training tips and valuable material on cultural awareness. It also allows the [Beauty Advisors] to chat among themselves and share information and experiences.”
