Head-to-toe beauty specialist Moroccanoil focuses on innovation and experimentation in new products to be featured at the upcoming TFWA World Exhibition (Yellow, B19).
The brand will highlight Color Depositing Masks and a new Body Polishing Scrub.
The Color Depositing Masks combine care with colour in a deeply conditioning mask. Available in seven shades, the temporary colour masks are designed to enhance tones, refresh existing haircolour, and allow experimentation with fashion shades, while restoring hair health.
As part of the Moroccanoil sustainability journey, Color Depositing Masks are sold in 200 ml tubes (RRP US$28) made from 50% post-consumer recycled plastic. The masks are also available in 30 ml packettes with a US$7 RRP.
Moroccanoil Co-founder Carmen Tal said: “We value our leadership position in care, so with all new launches, we want to be sure we’re capitalising on trends while continuing to reinforce our brand DNA. We’re excited to introduce a collection that stays true to that philosophy, providing equal parts colour and care for results with instant gratification.”
Body Polishing Scrub replaces Body Buff in the Moroccanoil Body product line-up. The revitalising gel-based scrub combines natural exfoliators, including argan shell powder and lava stone pumice, with six oils to nourish and hydrate the skin, and features the Moroccanoil signature scent.
As reported, Moroccanoil partnered with Kappé Schiphol in the brand’s first travel retail pop-up at Amsterdam Airport Schiphol earlier this year.
The experiential pop-up introduced consumers to dry styling, a larger-than-life Moroccanoil Treatment bottle to encourage photographs and social media interaction, and a ‘hydration station’ where clients could customise a three-piece gift set.
Moroccanoil reported that the activation prompted a +125% increase in sales, with body care contributing 40% of the lift. Moroccanoil said it plans to roll out the concept to key markets globally.
Moroccanoil Senior Vice President of Retail and Travel Retail Sales John Gates said: “The expansion of Moroccanoil is supported by continued consumer and industry excitement and demand for the brand.
“Moroccanoil is more than a leader in the oil-infused beauty industry; we are a lifestyle beauty brand that is able to offer consumers multiple categories including hair care, body care, and sun care.”
Gates said the brand continues to collaborate with its partners to increase overall sales volume, enhance brand awareness, and open new points of sale/points of distribution to further engage customers in travel retail.
The brand has secured new locations through the Americas with Dufry and DFASS, and noted expansion in Asia including South Korea, Singapore, Thailand and Japan.
Moroccanoil said it has doubled its footprint within the cruise channel through a partnership with Tairo International and continues to offer Moroccanoil Treatment through selected inflight listings.
The brand is also considering first and business-class amenity kit programmes.
Moroccanoil will be a Presenting Partner of the 2020 Eurovision Song Contest. According to contest organiser the European Broadcasting Union (EBU), the 2019 event attracted 182 million viewers.
