FRANCE. L’Oréal Paris is preparing to roll out its new Men Expert range to travel retail next spring.
The collection, which comprises 12 products, offers specific solutions to different skin problems, such as shine and loss of firmness.
The range features L’Oréal’s ADS (Active Defense System), a soothing complex that is said to help shore up skin’s natural defences against various aggressors, such as shaving, pollution, stress, cold and wind.
“Despite its comprehensive nature, Men Expert is still simple to understand and to use, which is important for a men’s line,” L’Oréal Consumer Products Division Travel Retail Marketing Manager Jacques Berger told The Moodie Report.
“We have created two travel retail exclusive sets. And there will also be a special compact merchandising tower to display and promote the launch.”
On the feminine front, L’Oréal Paris will introduce its new Refinish Micro-Dermabrasion Kit in January.
“This is a two-step product that features an exfoliator and a moisturiser,” explained Berger. “It is being promoted under a “2 steps, 2 minutes, 2 times a week” strapline.”
L’Oréal Paris has opened a number of stand-alone travel retail stores in the past year, but Berger confirmed that no more were imminent.
“There are about half a dozen in the channel, and we have no plans at present to open any more,” he said. “Our priority now is to open up the penetration of our shops, and bring the middle market to travel retail.”
He continued: “All L’Oréal Paris products are accessibly priced. And we have worked very hard with our Travel Collection because we know how important sets are in travel retail.
“We revamped our packaging in 2003, and we regularly update the portfolio with new items [and combinations].”
MORE STORIES ON L’OREAL PARIS
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L’Oréal Paris unveils new Montreal stand-alone store – 06/07/04
L’Oréal Paris opens stand-alone flagship at London Heathrow terminal four – 16/03/04
