FRANCE/UK. Decléor is poised to make its debut in UK travel retail, in conjunction with World Duty Free (WDF). The brand is being represented in the channel by Caroline South Associates.
Managing Director Caroline South described the introduction as a “major step” for Decléor – whose only other travel retail presence to date is at Ben Gurion International Airport in Israel – but emphasised that the brand had no plans for further roll-outs within the channel.
Decléor enjoys strong brand awareness in the UK, ranking five on the domestic market, hence its intention to capitalise on this via specified WDF doors, the first of which will be the new concept store Cocoon (currently the Heathrow T1 Beauty Centre).
The outlet is described as a haven of peace and calm, where travellers can try the latest skincare products from pioneering brands; receive expert advice; and enjoy a selection of relaxing treatments.
The second WDF door will be a specialist corner within Heathrow T5 (scheduled to open next March), followed by the newly-refurbished Stansted Airport in summer 2008.
“We are of course very excited to be representing Decléor and look forward to a successful launch, and a long and happy collaboration with the brand owner and operator,” South told The Moodie Report.
“Decléor is”¦a natural addition for Caroline South Associates who, despite representing some of the most exciting names in the UK sector, strives to remain selective to preserve the brand identity and market share of its existing companies.”
MORE ABOUT DECLEOR
Decléor (known originally as Cléor) was founded in 1974 and became part of the Shiseido group in 2000. The brand’s original philosophy was “Be, not Seem”, and advocated an holistic approach based on looking at the human being as a whole. Every initiative was focused on the well-being of the body, skin and mind.
In 1978 Caroline Colliard joined the company, and helped to develop a complete range of products made with essential oils, free of colouring agents and preservatives, and 100% natural. An aromatherapist and physiotherapist, Colliard was the founder of the first aromatherapy and beauty centre in Paris.
Her expertise led to the concept of the AROMA DUO. The principle of the duo is to split a beauty routine into two complementary steps: an AROMESSENCEâ„¢ is applied to treat, purify and balance the skin, courtesy of the curative properties of essential oils, then goes on to enhance the effects of the phytotherapy product applied afterwards.
These AROMESSENCEâ„¢ items have since become “star products” that have helped to shape the brand identity and to develop what Decléor describes as “a new art of beauty”: the best of science and nature applied to essential oils.
MORE STORIES ON CAROLINE SOUTH
Caroline South Associates signs up Cartier
