Beauty brand Moroccanoil is poised to further extend its product portfolio with the launch of a suncare line, in the USA only, from June. The collection, which will be fronted by actress and model Rosie Huntington-Whiteley (the brand’s first ever face), was previewed at this year’s IAADFS Duty Free Show of the Americas. Moroccanoil is also exhibiting in Singapore at this month’s TFWA Tax Free Asia Pacific show (Stand: L1/T7).
![]() |
Moroccanoil previewed a number of novelties at this year’s IAADFS show in Orlando |
Huntington-Whiteley is also Moroccanoil’s ambassador for its #InspiredByWomen global initiative, which aims to celebrate and empower women around the world. At the heart of the campaign is the Inspired video series directed by actress and filmmaker Bryce Dallas Howard.
Last year Moroccanoil added to its portfolio with a body collection which, like its hair collection, features argan oil as a key ingredient. “Our roots and heritage are in the professional haircare channel, but we are evolving into a head-to-toe lifestyle beauty brand,” Director of Retail sales John Gates told The Moodie Report.
The new suncare line includes a Sun Oil, a Sun Lotion and an After Sun Milk. All the products feature argan oil and Moroccanoil’s signature Manoi scent.
Moroccanoil has made significant progress in travel retail since targeting the channel in earnest just over one year ago. “Our third key consumer touchpoint is travel retail,” Gates confirmed, in addition to the spa channel and conventional (domestic) retail.
https://youtube.com/watch?v=hasq4VQGOUY |
To date Moroccanoil has established several key partnerships with travel retailers, including James Richardson, Gebr Heinemann, Nuance and Duty Free Americas (DFA), achieving listings in premium airport doors, inflight and onboard ferries and cruise ships. “We are targeting expansion within Europe, the USA and Asia Pacific,” explained Gates. “And we are ready to explore all opportunities.”
With its partners, the brand is rolling out across Europe, Eastern Europe, Russia and the Nordic region. In the USA, the DFA partnership is proving especially fruitful, and includes multiple locations at Miami Airport. In addition, the company has collaborated with distributor Tairo International to develop its Caribbean presence.
Moroccanoil has worked hard to develop its travel retail offer, which includes a number of travel-size kits that mix and match different product categories. “We are all about oil-infused beauty, and to communicate that message in-store adjacencies are important – we want to be included within the beauty universe,” Gates concluded.