Oil-infused beauty brand Moroccanoil has launched Airy Moisture, a haircare line which is crafted to offer a silky finish and is exclusive to Asia.
The new product was highlighted at the TFWA Asia Pacific Exhibition in Singapore earlier this month.
Moroccanoil Vice President Global Travel Retail Sebastien Levi said the launch is in line with the brand’s commitment to personalising the customer experience and to providing a more exclusive offer in travel retail.
“This is only the beginning,” he said. “We want to go bigger in local development, with a focus also on travel sets and travel retail-exclusive products.”
Airy Moisture combines triple hyaluronic complex and argan oil to assist in hair protection and scalp hydration. Other launches this year include Moroccanoil Color Care Shampoo and Conditioner, underlining the brand’s roots as a professional salon brand and its expertise in hair colour.
Levi noted Moroccanoil’s steady expansion in Asia travel retail, with new locations opened in collaboration with Dufry in Cambodia and Macau in 2022.
Last year also saw a rebound in Moroccanoil’s inflight business in the region, through top carriers including Singapore Airlines and Korean Air. The brand also expanded its presence with listings of Moroccanoil Brumes du Maroc Fragrance Mist for Hair and Body with China Airlines and Eva Air.
Levi said 2023 “looks very promising in Asia”, adding that Moroccanoil has experienced triple-digit year-on-year Q1 growth in the region.
He said a partnership between Moroccanoil and domestic market retailer Sephora China “represents a major step for the brand”. It will pave the way for additional expansion in Asia travel retail, seizing the recovery of the channel with a specific focus on Hainan and Mainland China, Levi noted.
In Europe, Moroccanoil now features with Dufry in selected UK airports, including London Heathrow and London Gatwick, “representing a major milestone for the brand”.
In the Americas, Moroccanoil has 30 new doors with Dufry, 13 on cruise ships with Starboard Cruise Services as well as new airport locations in Asunción, Paraguay with Top Brands International; in Philadelphia and Orlando with 3Sixty Duty Free; and Montreal with ARI.
Further expansion is planned across all continents this year in collaboration with leading retailers including Dufry, ARI and Lagardère Travel Retail. Moroccanoil is set to introduce upgraded merchandising displays, which were rolled out last year principally in the Americas, in key locations in global travel retail this year.
Levi also underlined the brand’s sustainability strategy. Since its launch in 2008, best-selling Moroccanoil Treatment has come in bottles that are made from 40% recycled glass and are 100% recyclable.
Moroccanoil is committed to using less virgin plastic and more recycled material, with its latest sustainable packaging updates featuring 50% or 85% PCR content. Over the next five years, these innovations are expected to save more than 500 tons of virgin plastic, the brand added. 
