Page 38 - TFWA World Exhibit 2023 Special Edition

INSIDER

The new Wella Professionals hair care POS units with Duty Free Americas in Miami International Airport.
Wella Company began launching hair care into travel retail earlier this year.

The allure of beautiful hair in travel retail

It’s all about the hair! Not only do for hair care products on their websites. Premium is critical
today’s consumers long for “shampoo- According to data from Spate, a beauty Operators and suppliers agree that
commercial-worthy hair,” (quoting Spate) trend tracker located in NYC, hair care products must be premium and offer
but they see healthy hair as integral to is chalking up record numbers of online something special to attract the travel retail
today’s well-being journey. Consumers are searches across the board, from topics customer.
looking for hair care products that cater to ranging from washing hair in a bowl and Traveling consumers are looking for
a range of needs, targeting various hair and steaming caps, to problem-solving and high quality products and professional
scalp problems while providing multiple revitalizing and anti-aging. Consumers are endorsement that can support trusted
benefits from revitalization to anti-ageing. looking for shampoos that address concerns professional quality, explains Marco Vitale,
Whether you consider it the “skinification like frizz and damage, along with scalp Head of Global Travel Retail & OPI EMEA
of hair,” or a “hair-evolution,” the hair care care and hair loss prevention. According Business Expansion Director at Wella.
market is burgeoning, and many travel to a Spate report in June, for example, “Professional is the new Premium,”
retailers want to take part in the trend. monthly consumer searches for revitalizing noted Vitale, who is spearheading the
The global hair care market was products is experiencing a YoY growth of launch of Wella Professionals and
valued at US$91.60 billion in 2022 and is +38.0%. Sebastian mega-brands into travel retail.
anticipated to grow from US$99.53 billion In another important trend, NPD “Our expansion in Travel Retail
in 2023 to US$147.49 billion by 2030, reports that consumers are willing to pay officially started at the beginning of this
according to Fortune Business Insights. more for hair care products that work for calendar year, a few months after a very
That translates into a CAGR of 5.8% them. In a study issued last year, NPD successful, first-ever attendance at TFWA
during the forecast period. forecast that hair care sales will surge 15% Exhibition in Cannes in 2022. Thanks
In the United States—the largest hair over the next two years, and that 90% of to the partnership with some of the key
care market by value in the world—sales U.S. consumers continue to show strong players in the channel (Dufry, Gebr.
are expected to grow from US$16.17 purchase interest for hair-related products. Heinemann, DFA, Viking Lines and many
billion in 2023 to US$19.20 billion So what do hair care products have to others), we are gradually entering top
by 2028, at a CAGR of 3.49% during offer the traveling public and how should airports, cruise ships, duty- paid stores and
2023-2028, according to an analysis from travel retailers attract this consumer? And all other relevant channels,” he said. “We
research firm Mordor Intelligence. which travel retailers have begun testing believe there is a perfect match between
Retailers like Sephora and Ulta are the category? Travel Retail and our brands.”
reporting record numbers of searches

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