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Eyes have it: Eylure Heated Eyelash Curler is said to be a big seller inflight |
UK. British beauty manufacturer and distributor Original Additions says it is taking the inflight market by storm with its Eylure Heated Eyelash Curlers product and claims it has knocked leading premium brands off the top spot for three consecutive months.
The firm, which is new to travel retail, has sold 15,500 units between July and September 2006. Since then Eylure Heated Eyelash Curler, which retails at £10, has remained in the top five products sold inflight and is outperforming long-standing beauty brands, according to the company.
“Since Eylure Heated Eyelash Curlers were introduced to the travel retail market they have flown off the inflight trolley,” said Original Additions National Accounts Manager – Travel Retail, Mark Wood. “In their first year of sales alone, the product sold nearly 50,000 units, delivering a retail value of £450,000 on just six airlines without promotion.”
Alongside the success of Eylure Heated Eyelash Curler, Original Additions has also introduced Spa Sciences to its travel retail range and The Spa Sciences Face Pack is currently the fourth best-selling product inflight.
The brand has achieved listings on four airlines and in the last year has delivered travel retail turnover of £200,000 through sales of over 25,000 Spa Sciences Face Masks and Spa Sciences Collagen Retinol Eye Therapy Kits (the latter retails at £8.50).
The company entered the travel retail sector in February 2006 with initial distribution of a small range of products from Eylure and Spa Sciences inflight, on-airport and on ferries and cruiseships.
Since its entry, travel retail sales in 2006 reached £628,000 through six airlines, one airport, one ferry operator and a cruiseship concessionaire.
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Big in America: The Spa Sciences brand’s Collagen Retinol Eye Therapy Kit |
Plans for growth
Original Additions plans to grow its travel retail offering over the next year and aims to secure listings for its leading products on six other major airlines. In addition, the company is supporting its success inflight with an advertising campaign which kicked off this May.
Travellers can also expect to see inflight advertising on Thomsonfly, My Travel, EasyJet and Excel Airways. Original Additions also ran a seatback card advertisement in April 2007 on Excel Airways.
Original Additions has secured Thomsonfly.com, Thomas Cook Airlines and First Choice Airways as new airline business partners for this Summer, all of which will list Eylure Heated Eyelash Curlers.
Original Additions is also developing a range of exclusive travel retail products to be launched this Autumn.
About Original Additions
Original Additions is a leading UK company developing and marketing beauty brands for both the professional and retail markets on a global scale. The product range spans hand and nail care, eye enhancement and hair removal, as well as haircare and skincare.
The Eylure brand is the UK’s number one lash expert with a range of false eyelashes, lash and brow accessories. Eylure has a 10% share of the retail market.
The Spa Sciences brand is claimed to be clinically proven to improve the skin’s appearance and help reverse the signs of ageing. It is a popular skincare product in the US and was brought to the UK in 2005.
Products listed in travel retail include Eylure Heated Eyelash Curler and Spa Science Collagen Retinol Eye Patch and Collagen Retinol Eye Therapy Kits.
Inflight listings include excelairways, South African Airways, easyJet, flyMonarch, BMI, My Travel, Thomas Cook, Thomsonfly and First Choice Airways.
Airport shops carrying the products include Alpha Retail and World Duty Free, while Harding Brothers International and Stena Line Ferries are the marine retailers.
