AUSTRALIA. Premium sustainable beauty brand Grown Alchemist, part of L’OCCITANE Group, has made its global travel retail debut exclusively with Heinemann Australia in Sydney Airport.
The store, located in Terminal 1, underscores L’OCCITANE Group’s multi-brand strategy in travel retail.
The partners plan to roll out the Grown Alchemist brand to other Gebr. Heinemann locations in Oslo, Frankfurt and Istanbul.
Grown Alchemist was founded in 2008 and is particularly popular among millennial and Gen Z shoppers. Born in Australia, the brand is rooted in the country’s progressive sustainability mindset and has a holistic, multi-category approach to clean beauty.
The counter in Sydney Airport is dressed in a minimalist, monochrome colour palette. It features stainless steel and glass materials and is anchored by a distressed concrete back wall. The angular industrial design of the counter reflects the brand’s lab-chic aesthetic, which pays tribute to the science-backed efficacy of its products.
A semi-transparent LED display screen sits at the centre of the space and delivers the brand’s core messages and visual campaigns.
Rather than focusing too much on the appearance of the skin, Grown Alchemist priorities skin health by creating products that support the body’s natural processes of repair, restoration, regeneration and skin function.
The brand also offers a range of ingestible beauty supplements that improve skin, gut and hair health from the inside out.
As reported, The Moodie Davitt Report Founder & Chairman Martin Moodie was on location in Sydney Airport for the unveiling of Heinemann Australia’s new luxury beauty, fashion and accessories store at Sydney Airport Terminal 1 and the New South Wales gateway’s dazzling luxury precinct. Grown Alchemist featured prominently in Moodie’s coverage and is part of Heinemann Australia’s locally-inspired niche and exclusive beauty offer.
The Sydney Airport store offers two hero Grown Alchemist lines: the Instant Smoothing Serum and Detox Serum. The Grown Alchemist Instant Smoothing Serum is formulated with concentrated Hyaluronic Acid made from plant derived Hyaluronan molecules. These molecules support skin health from the surface by boosting hydration as it pulls moisture from the air. Daily use of the serum boosts the skin barrier, plumps, smoothens and softens the skin.
The Detox Serum is a lightweight, oil-free serum that easily absorbs into the skin. It detoxes tired and stressed skin, helping it absorb and maximise active ingredients. A selection of travel -friendly kits are available at the store offering Grown Alchemist’s skin, hair and body products.
“I am delighted to welcome Grown Alchemist into our premium portfolio in travel retail with the brand’s first-ever boutique in an airport worldwide,” commented L’OCCITANE Group Managing Director Global Travel Retail Estelle de Bure. “The opening is a milestone for Grown Alchemist and L’OCCITANE Group, as we seek to introduce our chic, edgy, and clean beauty brand to a new generation of traveling consumers.
“Offering a unique mix of breakthrough science, sustainable values and an urban edge, the minimalist boutique in Sydney is set to drive awareness and trial among travellers – with a strategic focus on Gen Z. We would like to thank Heinemann for its continued support of the Group, and we look forward to developing Grown Alchemist to its full potential in the channel. “
Grown Alchemist is known for its minimalist packaging and sustainable commitments. The cruelty-free brand has been recognised for its commitment to clean formulations, ethical business practices and sustainability. It is currently in the process of achieving B Corp certification by 2024. To this aim, the brand has introduced refill pouches made from 100% recycled materials. It has also committed to achieving Net Zero carbon emissions by offsetting its carbon footprint within the supply chain.
Gebr. Heinemann Director of Purchasing Perfume & Cosmetics Britta Hoffman added: “The L’OCCITANE Group and Gebr. Heinemann have been working together intensively in a spirit of trust for many years. Having already contributed to the strong growth of the L’OCCITANE brand in travel retail, we are delighted to be supporting the group’s new brands such as Grown Alchemist as well.
“With the exclusive launch at Sydney Airport, the first important step towards the global roll-out of the brand has now been taken. Next, we plan to establish Grown Alchemist at other locations such as Frankfurt, Oslo and Istanbul. In this way, we are also responding to increased customer demand for natural cosmetics.”
Heinemann Asia Pacific Regional Head of Marketing and Purchasing, Perfumes & Cosmetics, Ranjith Menon added: “We are delighted to partner with L’OCCITANE Group to bring a Grown Alchemist boutique to the travel retail market for the first time, in Sydney Airport. Grown Alchemist’s focus on sustainability and innovation is closely aligned with our values, and the boutique is a great addition to a fantastic beauty line-up in our transformed Sydney Airport store.”✈
Click the YouTube video above to watch exclusive video coverage of the new Heinemann Australia Sydney Airport store. Filming by Martin Moodie with editing by Declan Moodie.
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