Unilever International Travel Retail is set to launch the Living Proof haircare range into US travel retail.
According to Unilever, Living Proof is the top prestige haircare brand in the US domestic market, and the company has identified a “huge opportunity” in travel retail. As reported, Unilever added Living Proof to its portfolio last year.
Living Proof claims to solve common hair issues such as frizz, damage and fullness through science and technology which originates from the Massachusetts Institute of Technology. The brand aims to address the causes of any hair problems and to offer “more than just a quick, superficial fix”.
Living Proof products are free of silicones, parabens and phthalates and are not tested on animals. They can be used on coloured or chemically-treated hair.
The Living Proof portfolio includes over 50 products, with the Perfect Hair Day Dry Shampoo expected to dominate sales in travel retail. Seven best-selling products are available in travel sizes.
Unilever intends to launch the line in major US airports in Q2, after introducing it to travel retailers at the upcoming Summit of the Americas in Orlando (Coral Spring II).
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Unilever International Travel Retail Business Development Manager Karen Granit said Unilever is projecting double-digit growth this year in travel retail in the Americas, compared with the previous two years.
“We have added multiple brands to our current portfolio and have partnered with global operators as well as core duty free distributors in the region. We see a huge potential for growth with our Prestige brands, particularly Living Proof and skincare brand Murad,” she said.
“We have a strong and knowledgeable team supporting this channel as we see it as a priority and a key opportunity to drive the overall Prestige beauty category with our retail and distributor partners,” Granit concluded.
