French intimate hygiene care brand Saforelle is set to make a statement during the TFWA World Exhibition and Conference in Cannes with an exclusive advertising campaign, #SkincareForDownThere.
With a presence in more than 50 countries, Saforelle is bringing intimate care into the travel retail conversation with a reminder that intimate care is an essential part of women’s well-being – whether at home or travelling.
While skincare dominates travel retail today, intimate care remains largely absent from duty-free shelves, Saforelle noted.
Despite this, 70% of women have used an intimate care product in the past year, while 59% would be willing to buy it in duty free. Saforelle already drives over 70% purchase intent in travel retail, the brand added, citing a m1nd-set study (February 2024) of 700 women in Europe, USA and Asia who purchased beauty products in duty-free stores in the past six months.
To drive awareness of this gap, Saforelle’s #SkincareForDownThere campaign poses a series of questions highlighting the missing opportunity in travel retail, with each key visual concluding with the same answer: ‘Add intimate care in travel retail.’
It will feature prominently throughout the TFWA event, from more than 80 screens at Nice Airport and large-scale billboards along the Croisette, to clay tags marking the streets across the city.
There will also be taxis and VTCs dressed in campaign visuals, as well as LED trucks roaming Cannes.
The campaign builds on Saforelle’s heritage of “empowering women to take care of their intimacy with accessible solutions designed to support them through every stage of life”.
“Skincare may lead the duty-free shelves today, but beauty routines don’t stop at the face,” the brand stated. “The goal is clear: to provoke thought, capture attention, [and] embed intimate care as a new buying reflex in travel retail.” ✈
