EUROPE. French cosmeceutical company Nuxe is strengthening its anti-ageing segment in travel retail with new activations and a larger Super Serum (10) bottle, driving momentum for its Super Serum (10) and Nuxuriance Ultra collections.
The new Super Serum (10) 50ml pack is showcased through global activations, including a podium at Paris Charles de Gaulle Terminal 2E, beauty stations at Brussels Airport, a gondola head at Amsterdam Airport Schiphol, and podiums at Dublin Airport Terminal 2, Zurich Airport and Basel Mulhouse Freiburg Airport.
Unveiled in 2021, Super Serum (10) is designed to be the first step in all Nuxe skincare routines. It combines the brand’s formulation research with knowledge of botanical oils.
Super Serum (10) has received 13 awards internationally and is Nuxe’s best-selling product. According to the brand, it is also the top microfluidic serum in French pharmacies, with one bottle sold every minute.
As reported, Super Serum (10) Eyes was launched in 2023, garnering positive response from retailers at that year’s TFWA World Exhibition.
Nuxe noted: “One of our most important consumer test research findings was the dramatic extent to which Super Serum (10) reinforces the effectiveness of Nuxuriance Ultra Alfa [3R] when used in conjunction with each other.
“Our latest activations and high-profile in-store point-of-sales now jointly promote both Super Serum (10) and Nuxuriance Ultra Alfa [3R] as the ideal combination anti-ageing routine.”
As a gift with purchase, passengers receive a vanity pouch containing two deluxe minis. Nuxe also offers scratch cards, which reward customers with a Nuxuriance Ultra sample to encourage range discovery.
Nuxe Global Travel Retail Manager Caroline Goix commented: “Super Serum (10) is an outstanding example of Nuxe product effectiveness, a key pillar of our brand DNA.
“Our scientifically validated consumer test results show how effectively Super Serum (10) reinforces the effectiveness of Nuxuriance Ultra Alfa [3R], acting together on the skin in ten different ways – reducing wrinkles, adding firmness and radiance, enhancing skin quality, plumping, moisturising, nourishing, repairing, protecting and evening skin tone.
“The result is skin that functions as if it were ten years younger, allowing us to credibly promise a highly effective treatment combination to support anti-ageing routines.
“Our new marketing activations are successfully getting this combination message across to travel retail customers.
“In addition to our marketing focus on Super Serum in travel retail, we have television support for Super Serum across local markets in France and Italy with a campaign message ‘The Power of 10 serums in One’.” ✈
