Page 41 - TFWA World Exhibit 2023 Special Edition

INSIDER

The Wella Company is also now launching its care & styling brand Sebastian into
travel retail in the Americas using new custom-made POS units, like this one with
DFA in Miami.

thickening treatment,” adds Lamarre. hair care consumers,” he explains.
With so many options to choose
Wella Professionals & Sebastian from, how is Wella Company developing
Wella Company’s Marco Vitale noted assortments specifically for travel retail?
showcase our products and introduce that the success the company has had with Vitale says that working together with
our brand to a wide range of potential new listings since the beginning of the year their education team, they only select best-
customers. clearly shows the growing interest from selling SKUs and proved regimen to offer
“This exposure in airports, duty retailers in the hair category. to their travel retail partners.
free shops, and other travel hubs can “On top of that, we feel there is “These can be modulated depending
significantly increase brand visibility and also the need and curiosity to feature on the retailers’ needs and space available,”
sales opportunities. Travelers often have something new in the channel in terms of he notes.
time to browse and shop while waiting for offer to passengers, especially after the The Wella Company works with
flights or during layovers and this captive COVID crisis,” Vitale tells TMI. The Wella Premier Global Trading, Inc. as their
audience is more inclined to explore Company brands meet this need. service agent in travel retail in the
products, making it an excellent channel “Wella Company has more than Americas.
for showcasing our offerings. We also 140 years of Hair Expertise. We have
believe that having a presence in travel professional brands in our portfolio that THG: Christophe Robin and Grow
retail can enhance our brand’s prestige. have always served salons‘needs. However, Gorgeous
Being available at prestigious airports or within our large assortment we have many “The evolution of the haircare space
duty free stores can elevate the perceived products that can be sold to end consumers within Travel Retail should take into
value of our products.” as well within the Wella Professionals and account both the essence of the brand and
Bosley MD has a variety of sizes and Sebastian mega-brands. the allure of the consumer experience,”
presentations optimal for travel retail, from “Our brands have more than 140 advises Esther Fockenoy, Head of Global
travel sized kits to full sized items for border years of history with trusted professional Travel Retail for THG, which is now
stores and retailers with repeat customers. quality. We have a portfolio covering a launching two of its highly-rated hair care
“Our Hair growth kits offer consumers wide range of hair benefits from care (with brands into travel retail: Christophe Robin
a chance to test out our volumizing Wella Professionals) to care & styling (with and Grow Gorgeous.
system that is comprised of our top Sebastian) but also different price points, in Both brands are currently listed with
selling shampoo, conditioner and leave in order to meet the needs of all our prestige travel retail operators in Romania and
South Africa and with WHSmith, and will
be introduced to Canada’s border duty free
stores as part of the Frontier Duty Free
Association’s Brand Discovery Program.
“Christophe Robin takes center stage
as our premier professional haircare brand,
serving both professionals and consumers
alike. In contrast, Grow Gorgeous
exclusively caters to the direct-to-consumer
market,” explains Fockenoy.
“Our product range is meticulously

THG is launching two of its luxury hair care
brands into travel retail: Christophe Robin and
Grow Gorgeous.

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