“I view the impact of the crisis with a mixture of concern for the immediate future but with optimism for the longer term,” says Nuxe Global Travel Retail Director Marion Bruimaud as she outlines the French cosmeceutical brand’s recovery strategy and reinforces her faith in the resilience of the travel retail sector.
“My optimism is down to my belief that people will want to travel again, so customers will return. Travel retail has an outstanding track record of overcoming a whole range of crises through a combination of innovation and professionalism.”
In a similar way, Bruimaud has also displayed an admirable optimism and perseverance during these difficult times, pivoting Nuxe’s strategy to adapt to the new realities of COVID-era shopping.
In this interview, Bruimaud outlines this strategy and previews what industry stakeholders can expect at the brand’s #Virtual Stand BT-G6 at the upcoming Moodie Davitt Virtual Travel Retail Expo. She also stresses how travel retail needs to unlearn the kind of up-close-and-personal customer engagement style that has defined it over recent years; to instead deliver an effective shopping experience with minimum contact.
“If we want confidence in shopping to be fully-restored then we have to work with the reality in front of us — and that reality means engagement at a distance,” she says, “This is completely opposite to the kind of shopping we have all been working to perfect, where physical engagement and interaction have been a vital component of the experience.”
What is the major focus for NUXE at the Virtual Travel Retail Expo?
Our main focus will be our travel retail-exclusives and a major new range of bio-organic products.
All channels remain important for us, but airports are our main priority. Our strongest airport market by region is Europe and this is where we will have to work hardest with retailers. At the same time, we entered the China market at the beginning of this year, so we are paying significant attention there as well.
Huile Prodigieuse has been a significant growth driver for Nuxe and is ranked as the number-one product in the dry oil category in Europe. What’s next for this hero range?
We are planning to introduce more innovative product extensions — like Huile Prodigieuse Florale this year — so we have more variants in the pipeline for 2021.
Last year, Nuxe’s travel retail business grew +29%, the company’s best year in the channel. What is the impact of the COVID-19 crisis on your business and do you see any green shoots of recovery?
Clearly the negative impact has been significant but Nuxe’s sales are coming back. However, our sales performance remains far below the same periods pre-COVID 19.
While Nuxe has always boasted a naturally derived range of products, the company has recently released several products in sustainable packaging. Do you see a shift towards more sustainable packaging options in the future?
Absolutely. It is imperative that we play our part in the battle for sustainability. We are always looking at ways to be more sustainable and have been successful in developing sustainable alternatives with much of our packaging and with utilising glass for our bottles too.
How do you view the continuing impact of COVID-19 on the channel?
I view the impact of the crisis with a mixture of concern for the immediate future but with optimism for the longer term.
My optimism is down to my belief that people will want to travel again, so customers will return. Travel retail has an outstanding track record of overcoming a whole range of crises through a combination of innovation and professionalism.
How do you think the channel can and should engage with travelling consumers to ensure a sustained recovery?
This is challenge we are all working on together!
Whilst COVID-19 remains a threat, airports, retailers and brands will have to find ways of delivering a shopping experience with minimum human contact. This is completely opposite to the kind of shopping we have all been working to perfect, where physical engagement and interaction have been a vital component of the experience.
However, if we want confidence in shopping to be fully-restored then we have work with the reality in front of us — and that reality means engagement at a distance. So, retail technology innovation will play a huge part in helping encourage passengers back into our travel retail stores.
How would you like to see industry partnerships evolve as travel retail evolves?
All the stakeholders in our industry have long argued that we all need to find closer, more mutually-supportive ways of working together. COVID 19 has not changed that. What it has done is make this need even more urgent.
We will not flourish in the new era if we try to conduct our business the same way as we did in the pre-COVID 19 era. I see the need for more tri-partite discussions and negotiations where landlord, retailer and brand negotiate as one rather than separately as is so often the case today.
Nuxe goes for Gold at the Moodie Davitt Virtual Travel Retail Expo Nuxe is a Gold Partner of the Moodie Davitt Virtual Travel Retail Expo. #VirtualStand BT-G6. The unique 5-day ‘live’ event, followed by a 30-day showcase, begins on 12 October, just after the conclusion of the Chinese Golden Week holidays. It features a star-studded series of events across the five days, including a Symposium, category workshops and a new consumer research initiative. Registration is free for buyers, exhibitors and preferred media partners. (Click here to register) |
