New York-based Flo Accessories is seeking further expansion in travel retail, after already achieving several airline listings for its patented design fragrance atomiser and LED mirrors.
With listings on board Aer Lingus, BA, Thomson Airways, Austrian Airlines, El Al and Flybe, the company is now targeting ground shops and ferries/cruise ships with a rapidly expanding offer. It has a listing with World Duty Free for all its UK airport retail operations and is also present at Turkey’s Antalya International Airport and through James Richardson Israel.
Core to the range is the Flo Fragrance Atomizer which, unlike others in the marketplace, has a glass container and patented filling system design that is compatible for use with any type of fragrance bottle, the company said.
“Fragrance companies market their perfumes only in glass for very good reason – so why should we be any different with an atomiser? Glass is the only real way to store a fragrance without it being affected by climate or temperature change,” Flo Accessories Founder & CEO Adoram Leshem explained.
“Plastic breathes and the fragrance inside can be quite dramatically affected as a result. Plastic also interacts with fragrance and so changes its formula and that can lead to skin irritation; that is why the only compatible material used by fragrance brands is glass.”
Leshem also claimed that the Flo atomiser can be used on all designs of fragrance bottles, even those without a spray nozzle. “Our filling system easily connects to and covers the fragrance exit hole – however it is designed – and seals around it; the fragrance is then simply sprayed into the silicone cap and into the atomiser. Pump action designs do not work with all design,” he said.
Already widely distributed through major High Street retailers in the UK, Europe and US, Flo offers the atomiser in a variety of colours and designs, including models with crystal insets and a new glitter look set to follow. For travel retail, the company can create exclusive colours and finishes with retail prices starting at US$15.
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The Flo Accessories nail file set comprising a nail file, atomiser and Celebrity LED mirror | |
Flexibility is crucial, according to Leshem. “We know how important it is to offer products for travel retail that have a point of difference over the High Street, which are perfect for impulse purchase, and which can be customised to an individual retailer or airline’s requirement.”
As an example, Leshem highlighted the company’s neat Organiser Pouch. Originally designed to hold three atomisers, it is now offered in a variety of sizes to also carry essential items such as lipstick, nail varnish, makeup brushes, and mascara.
“We can supply these empty to be sold alongside the atomiser, or as a gift with purchase, or as a filled item complete with atomiser, make up brushes etc,” he said.
“For example, we have developed a great nail file set with a rounded edge and protective case that makes it ideal for airport retail and airlines.” The nail file set is listed by World Duty Free for its UK airports, along with the atomiser and Celebrity LED mirror.
The Celebrity double-sided folding mirror has LED lights which help to facilitate makeup application on the go. Featuring a standard mirror on one side and 2x magnification on the other, the mirror has a free-standing base to enable hands-free use. It comes in a stylish and durable case to prevent scratching or damage.
“We will shortly be introducing a new chic version of this with a illuminated logo on the case, glow effect LED light and mirror with 5x magnification,” Leshem added. “Again, we can produce this in exclusive colours for retailers and could, for example, produce a set with a mirror and other travel products as a travel retail exclusive item.” Retail prices of the mirrors start at US$17.
Leshem said there are a number of other new products coming on-stream in the next few months including “a totally new concept in jewellery which really could be a massive success story for travel retail”.
The company’s move into travel retail is supported by active PR and promotion on domestic markets internationally, with a new website and an aggressive social media and consumer marketing programme under development.
In developing its travel retail presence globally, on the ground, in the air and at sea, Flo Accessories is actively looking for agents and distributors. For enquiries, contact Adoram Leshem, tel: +972 (0) 54 7975959, or e-mail: adoram@flo-accessories.com.
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