Wella Company is building momentum in travel retail with a refined product strategy and digital tools designed to help travellers understand and engage with its professional-led beauty offer.
Speaking to The Moodie Davitt Report Managing Editor Ameesha Raizada at TFWA World Exhibition, Head of Global Travel Retail and Director of Business Development Marco Vitale discussed the priorities shaping Wella’s next phase of growth.
He describes Wella’s launch in travel retail as a decisive moment: “The key moment was really the start of our expansion in January 2020. Wella had just become a standalone company and was trying to enter travel retail for the first time.”
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The timing brought clear challenges, with airports closed and retail operations stalled due to the pandemic. But Vitale explains that the crisis also created unexpected room for constructive dialogue. He says, “It turned out to be the best moment to approach customers because operations were limited, so retailers had more time to speak with new suppliers.”
Retail partners, Vitale adds, were rethinking their business models and “looking for new categories and new ways of working” once the crisis passed. That early collaboration “created a lasting bond” that continues to underpin Wella’s progress in the channel.
Vitale notes that Wella’s current strategy centres on selecting the right products from across its wider portfolio to meet traveller needs. This year in Cannes, Wella highlighted the Ultimate Repair and Ultimate Smooth lines, which Vitale described as “treatments designed to repair and smoothen hair in just 90 seconds”.
The company is also expanding its range of practical, travel-friendly sets designed for use on the move. He says, “Our sets are bestsellers because they allow travellers to have a hair or nail treatment while travelling.”
Impulse remains a strong driver, particularly for OPI. Vitale noted that the brand’s dedicated travel retail units are designed to aid quick decision-making. “Our displays offer clear claims that explain why to buy each product and how to use it,” he says, adding that miniature sets play a key role in encouraging spontaneous purchases.
Looking ahead, Vitale says Wella’s focus remains on helping travellers make quick, informed choices while delivering salon-quality results. “Our biggest opportunity is to communicate superior quality and usage protocols in a way that works for travellers who don’t have time they would normally spend in a salon.” ✈
