Unilever International Travel Retail enjoyed a successful debut at the recent TFWA Asia Pacific show in Singapore. The company’s key focus was its hair care brand Toni & Guy.
As previously reported, Unilever sees excellent potential for the hitherto untapped hair care category in travel retail. In Singapore, via its eye-catching stand, the company showcased its Toni & Guy Hair Meet Wardrobe concept (www.hairmeetwardrobe.com), which helps consumers match their hair style to their clothes and overall look.
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Unilever has created several sets for the travel retail channel |
The concept comprises four collections: Glamour, Casual, Classic and Creative. These include styling products, and also items from Toni & Guy’s Cleanse, Nourish, Prep collection, which features shampoos, conditioners and preparatory products for different hair types.
A highlight of this range – and a key product for travel retail – is the Dry Shampoo. Offered in a travel-friendly 75ml size, it is said to add body, volume and texture to hair, leaving no white residue. It also absorbs grease and natural oils, for freshness on the go.
To complement its four key collections, Unilever has created special sets for the travel retail channel, which were on show in Singapore. The Sleek Classic Kit, designed to let consumers create smooth looks with polished shine, contains travel sizes of Toni & Guy’s Cleanse Dry Shampoo (75ml), Classic Shine Gloss Serum (30ml) and Prep Heat Protection Mist (75ml). The Plumped Up Glamour Kit – designed to create high volume and high shine – comprises a 90ml Glamour Volume Plumping Whip, a 75ml Glamour Firm Hold Hairspray and a 75ml Cleanse Dry Shampoo.
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The brand’s Dry Shampoo (above right) has been earmarked as a hero product for travel retail | |
Male travellers have not been forgotten. Unilever has also put together a Men’s Styling Kit, to create both casual and classic looks. This contains a 50ml Cleanse Shampoo for Normal Hair, a 25ml Men’s Styling Fibre and a 75ml Men’s Styling Pomade.
“These travel retail sets are a great “grab-and-go” option,” noted Unilever International Global Travel Retail, Marketing executive Anuradha Bisaria. “They feature a lot of best-sellers, and are priced very competitively, to encourage trial.”
She added: “As a brand, Toni & Guy has excellent fashion credentials, from many years of working backstage at London Fashion Weeks. We have incorporated QR codes on many of our products, which allow consumers to access “˜how-to’ videos and educate themselves about our products and the different looks they can achieve”¦We have also developed some very attractive gwps for travel retail, such as spin pins and scarves.”
“We are very optimistic about development potential in this channel,” noted Unilever International Director Business Development & Operations Luke Thomas. “We are already present in 42 countries, but travel retail can also bring us to markets where we aren’t established (domestically).”
“We have had some excellent feedback at this show,” added Unilever International Assistant Manager, Business Development Travel Retail, Asia Pacific Jeff Hofer. “I think we have a lot to offer retailers and I’m confident that we can establish Toni & Guy successfully in the travel retail channel.”
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