At the recent TFWA World Exhibition in Cannes, The Moodie Davitt Report President Dermot Davitt met KOSÉ Travel Retail President and CEO Hiroto Kitaki to talk about the Japanese beauty house’s strategic priorities in the channel.
The timing was apt, coming five years after KOSÉ Travel Retail was established, and as the group prepares to mark its 80th anniversary in 2026.
In the conversation, Kitaki underscores the importance of travel retail as a brand-building platform, as KOSÉ aims to secure more than 50% of group sales from international markets by 2030. “Our priority is to strengthen our presence beyond Asia,” he says. “This means building a stronger foundation for long-term global growth.”
Click above for the full interview, filmed recently at TFWA World Exhibition.
He discusses how the company is positioning the brand portfolio led by prestige names DECORTÉ and SEKKISEI alongside high-potential newcomers such as PANPURI and SEKKISEI BLUE.
Recent campaigns such as DECORTÉ’s ‘A Little Luxury Everywhere You Go’ and SEKKISEI Save the Blue notably extended beyond the airport environment, engaging travellers across their journey including OTAs and local hotels.
Explaining more about the impact of these campaigns, Kitaki says, “This year, we’re driving growth under the theme of three ‘E’s: Exclusive, Experience and Environment. Our recent promotions fully leverage our strong infrastructure—not just in duty free but also through our local networks and partnerships.
“By focusing on Exclusive, Experience and Environment, we aim to build a travel retail business that is innovative, responsible and connected to global travellers.”
In a closing message to industry partners, Kitaki adds. “We aim to further strengthen our brands, expand our global presence and continue building meaningful partnerships around the world. We are determined to deliver more exclusive experiences to customers worldwide. Together, we look forward to shaping the future of beauty.” ✈
