Page 40 - TFWA World Exhibit 2023 Special Edition

INSIDER

L’Oréal pioneered selling hair care in travel retail in the Americas with tailor-made Kérastase Studios, like this one opened in Sao Paulo Duty
Free with Dufry in 2018.

and professional stylists since 1968. The Group that November. drug channel,” commented Ana Lamarre,
brand is rooted in nature and luxury, L’Oréal opened its first Kérastase Account Director International.
using the best natural ingredients enriched door in Americas travel retail with London Bosley MD had to put its plans to
with proven botanicals and essential Supply in its Puerto Iguazu store in March enter this channel on hold during the
oils gathered from sustainable sources 2015, followed by the airport openings in pandemic but has now shipped its first
worldwide. Mexico and Brazil. orders into LATAM, and says it will be
L’Oréal has continued to develop its presenting to other Travel Retailers in the
The airport approach Kérastase travel retail business through coming months.
Not all duty free operators have a combination of the effectiveness of the With 70 Bosley hair restoration clinics
embraced the hair care trend. New products, its luxury instore image and its across the U.S. and more than 45 years
York-based International Shoppes (IS), professional approach, which begins with a of experience in the hair thinning space,
which operates duty free concessions at hair diagnosis. Bosley MD is unique in the category
JFK, Bradley International and Houston “because we offer the experience and
Intercontinental airports, does not have Optimizing assortments and promotion expertise of a doctor in a bottle,” said
hair care as a key category due to lack of As mentioned earlier, in order for Lamarre.
demand. a hair care brand to attract the traveling “Travel retail is an intriguing channel
“Although we carry a few SKU’s in consumer, it has to offer something special for our business because it allows us to
L’Occitane, hair care sales are quite low,” and appeal to trending codes, ranging from
noted IS Beauty Buyer Marlene Friedman. treatment benefits to sustainability and
“And we have had no call outs for hair luxury.
care from our store managers during our
touch base meetings,” she added. Bosley MD
In sharp contrast, L’Oréal Travel One such brand is Bosley MD, the
Retail pioneered the advent of prestige hair global thinning hair authority, which
care into airport duty free in South America has just begun shipping orders to travel
in 2015 with Grupo Wisa in Mexico City retail operators in Latin America through
Airport and with Dufry in Rio de Janeiro International Brand Builders Inc. Bosley
and São Paulo. MD provides holistic hair growth solutions
L’Oréal announced in 2014 that it for men and women from supplements and
would be launching its Kérastase brand – FDA approved regrowth solutions to daily
the world’s number one professional hair haircare with botanical DHT inhibiting
care brand–using tailor-made dedicated ingredients.
Kérastase Studios for hair care; and “Our products are created in
would retail treatment brands Vichy and collaboration with Bosley doctors and are
La Roche-Posay, through Dermacenter stylist approved. Our brand was originally
flagship “shop-in-shops,” in some of distributed in the professional channel
the most prestigious global travel retail so we are the go-to hair growth brand
locations. L’Oréal opened the first two for the stylist. We now have an omni-
doors – one Kérastase Hair Studio and one channel approach and our products can Bosley MD offers unique hair care products that
Dermacenter—in Hong Kong with DFS be found in specialty retail as well as the treat thinning hair.

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