ARGENTINA. L’Oréal has opened its first Kérastase door in Americas travel retail, following on from the hair care brand’s channel debut at DFS T Galleria Chinachem last November. A luxury 17sq m Kérastase counter and 360° open space area was opened at Puerto Iguazú with London Supply on 23 March.
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Kérastase made its Americas travel retail debut on 23 March at Puerto Iguazú |
The counter features a styling station staffed by a professional hairdresser, supported by the Hair & Scalp Profiler device, which delivers hair and scalp analysis and precise product recommendations.
Clear shelf signage helps travellers to identify the Kérastase routine steps and ritual highlights. Merchandising and visuals are translated into both Spanish and Portuguese.
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The Kérastase counter includes a styling station staffed by a professional hairdresser | |
L’Oréal has made clear its intention to develop both the hair care and dermocosmetics categories within travel retail. Earlier this year L’Oréal Travel Retail Managing Director Active Cosmetics & Professional Products Divisions Piermarco Luzzatto told The Moodie Report: “Kérastase has had a very positive start [in the channel]. Average basket sales, the variety of products sold and the number of diagnostic/styling activities carried out confirm the strong appeal and potential of the brand. We are confident about reaching the targets set for year one, and have several more travel retail openings scheduled in the coming months, in Asia, south America and the EMEA region.”
– Click here for the full feature on L’Oréal’s travel retail strategy for dermocosmetics and hair care, published in The Moodie Report Print Edition February/March 2015.
