French cosmeceutical company Nuxe presented its renewed growth plans at the TFWA world Exhibition in Cannes.
Nuxe’s strategy is driven by its best-sellers, new travel retail products and channel-exclusives. The brand’s hero Huile Prodigieuse line is celebrating its 30th anniversary this year and will be a core driver for Nuxe’s recovery strategy in 2022. Other innovative lines, including the Nuxe Bio organic range, will continue to be rolled out in travel retail locations globally.
One of the brand’s major launches for 2022 is the Nuxe Super Serum, a universal anti-ageing concentrate with a vegan compliant formula made with 95% natural-origin ingredients. The Super Serum, which launched in the domestic market in France in 2021, is already a best-seller and ranked as the No.1 anti-ageing product in France. It is made with natural botanical oils that optimise the penetration of active ingredients. It has also been infused with hyaluronic acid that smooths and plumps the skin.
“We have managed our way successfully through the challenges of 2021, celebrating our 30th anniversary, introducing great new products such as Super Serum on the local markets,” commented Nuxe Global Travel Retail Director Marion Bruimaud.
“With regards travel retail, we have consolidated our presence in 280 duty free points of sale in 44 countries and are now listed by 33 duty free and tax free operators. We’re onboard 34 international airlines and present in leading international airports in Europe. In China, we have started with some downtown shops, mainly in Hainan.
“Our plans for 2022 will see us consolidate our presence in Europe, roll out our presence in airport duty free in the Middle East and further develop our presence onboard airlines.”
According to Bruimaud, Nuxe’s strong portfolio of natural products will be the key to its post-COVID recovery.
She said: “I believe we have our strongest-ever portfolio of products to help us achieve our growth plans in travel retail, led by Huile Prodigieuse, the introduction to travel retail of the Nuxe Super Serum, which has been so immensely successful in domestic markets, our pure honey-based Reve de Miel, our TREX collection, which offers different combinations of Nuxe products in traveller friendly multi-packs and our Nuxe Bio range. There will also be a new look and improved formula Creme Fraiche and a new SPF 50 Nuxe Sun Lotion.”
