Beauty brand Moroccanoil made its debut at last month’s TFWA World Exhibition in Cannes with the mission of convincing people that it is more than just a haircare brand.
The company revealed that it will be adding two new scents to its Body Collection, which are due to launch in travel retail in spring/summer 2016. Fleur d’Oranger and Fleur de Rose ranges both comprise five products: Cleansing Bar, Body Souffle, Body Buff, Body Butter and Hand Cream.
Fleur d’Oranger is a collection inspired by the orange blossom flowers and botanicals of the Mediterranean while Fleur de Rose, described as “modern and sensual”, takes inspiration from the scent of fresh roses.
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Fleur d’Oranger and Fleur de Rose join the brand’s existing scents in the Body Collection as it looks to bolster its image as a head-to-toe beauty brand |
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The brand also highlighted in Cannes its Sun Collection, which will make its travel retail debut in spring/summer 2016. The range includes two Sun Lotions (SPF 30 and 50) and a Sun Oil (SPF 15), all three feature vitamin E and argan oil to hydrate and nourish skin. Rounding-off the collection is After-Sun Milk which also includes argan oil and vitamin E as well as coconut and passion fruit oils and aloe to soothe skin.
Moroccanoil Vice President Retail and Travel Retail Sales John Gates said that the brand’s Sun Collection, which was introduced to the domestic USA and Caribbean market in spring/summer this year, has recorded “fabulous” results so far, with both the Sun Lotion SPF 30 and After-Sun Milk selling out.
“The unique point of difference with our Sun Collection compared to others out there is that ours contains argan oil which is a rich anti-oxidant. What better ingredient do you need when taking the sun than an anti-oxidant that protects against UVA/UVB rays,” noted Gates.
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Promising signs: the brand’s Sun Lotion SPF 30 and After-Sun Milk sold out in the USA domestic market. Pictured right is Moroccanoil brand ambassador Rose Huntingdon-Whiteley | |
Gates added that Moroccanoil’s challenge now is to convince customers that the brand offers much more than just haircare products. “The thing for us to do now is to get consumers to know that although we began in the professional haircare channel, we are now a lifestyle head-to-toe beauty brand. That’s our challenge and our opportunity for 2016 and 2017.”
The brand also revealed that it will be introducing a skincare range in 2017 which will focus on a sensorial journey of transporting consumers to the Mediterranean through scent.
Moroccanoil’s launch strategy for travel retail is to focus on opening conventional points of sale within airports in Europe and the Americas now through the first half of 2016. In Q2 of 2016, the brand will target premium airport and inflight opportunities in the Asia Pacific and Latin American regions, and will end 2016 by reviewing opportunities in the emerging markets in Africa.
Moroccanoil supplies products to over 300 spa destinations globally, primarily in the USA and the Caribbean, and has recently been listed in John Lewis on Oxford Street in London, eight locations in Switzerland as well as Hyundai Department Store in South Korea.
