INTERNATIONAL. The Moodie Davitt Report is pleased to reveal full details of its pioneering cross-category travel retail-exclusive awards programme, TREX.
As reported, TREX recognises the world’s best travel retail-exclusive products and related initiatives. The programme is designed to champion differentiation and recognise innovation in the channel. It covers multiple categories plus retailer/brand collaborations and more.
Timeline
- Submissions open – 7 January
- Submissions close – 21 February
- Judging Day – 5 March
- TREX Virtual Awards Ceremony – 26 March
Entries can be submitted via the dedicated website.
TREX Award Categories
Best Travel Retail Exclusive (TREX) in its category (some categories may be divided depending on submission numbers)
- Confectionery and Food
- Fragrances (men’s, women’s and unisex)
- Cosmetics, Beauty (skincare, makeup, colour)
- Wellbeing
- Spirits
- Wines
- Tobacco and Smoke-Free Products
- Consumer Technology
- Fashion and Accessories (including Sunglasses)
- Jewellery and Watches
- Children’s Products
- Gifts and Crystal
- Destination Merchandise
- Travel Accessories
Special awards
- Best TREX Marketing Campaign
- Best TREX Collaboration between a Brand and Retailer (and/or Airport)
- Best TREX Initiative by a Retailer or Airport
- The ‘Patagotitan’ Award – best overall TREX Initiative or launch
Submission Guidelines
- The written component of submissions should not exceed 800 words and relate to initiatives undertaken before 31 December 2024.
- Initiatives must have been active in at least one travel retail location during 2024.
- Submissions can be submitted in word or PDF format.
- Entrants should include high-resolution images and video (if available) to support their submissions.
Submission Fee
- US$190 per submission; -15% for two or more entries from the same company
Submission Content
I. Description of the product/initiative – including time frame
II. Objectives of the product/initiative – including target demographics and locations
III. Details of how the product/initiative was launched and activated
IV. Results
V. A short quote should be included (c.50 words) to summarise the initiative. Retailer endorsements where appropriate are welcome.
Judging Criteria
- Differentiation/Innovation – Is the product/initiative truly different from what is available in domestic markets? Does it genuinely add value?
- Communication – Is the product specialness and exclusivity communicated well at shopper touch points (including on the product itself, in store and on-line)? Is there a compelling story and reason for a shopper to purchase the product?
- Responsibility – Has consideration been given to environmental, ethical, and social factors in the creation of the product and its execution?
- Results – Has the product/initiative delivered what was expected based on initial objectives e.g. sales performance, marketing criteria, premiumisation, meeting a specific shopper need?
Submissions will be assessed by a diverse panel of experts, including veteran drinks and travel retail sector executive Tim Young, UK-based Founder & Managing Director of Young Spirit Consulting. Tim has enjoyed a stellar career across more than three decades in senior management roles with two of the world’s largest beverage alcohol companies: Seagram and Brown-Forman.
He is joined by Hong Kong-based Canny Kwok, one of the most highly regarded figures in the Asian beauty and travel retail world.
Canny has more than 30 years of business development and market growth experience across Asia, Mid Pacific, Hawaii and mainland USA, specialising in luxury travel retail across the jewellery, watches, accessories, and perfume & cosmetics categories.
She spent more than 22 years with Bulgari and before that nearly 12 years with The Estée Lauder Companies. As reported, Canny recently assumed a new role as Director for Search and Consulting at Exquisitz Asia, a renowned executive search and consulting firm partnering clients in sustainable business across the region.
Tim and Canny will be joined by The Moodie Davitt Report Founder & Chairman Martin Moodie, a long-time champion of the travel retail-exclusive concept.
Moodie said: “We’re excited to put some flesh on the bones of a modern-day TREX, a channel-specific awards programme that recognises innovation and excellence in – and commitment to – the travel retail sector.
“Differentiation is vital to travel retail’s future prosperity in the face of intense online and downtown competition. By definition, travel retail-exclusive products offer something that such competitors cannot, bringing a critical element of surprise and discovery to the travel shopping experience.
“In an industry that is swamped with awards, it is surprising that one of travel retail’s most elemental points of difference has never been recognised. TREX changes that. The programme not only recognises excellence and innovation but also champions the development of the travel retail-exclusive concept.” ✈
