Page 42 - TFWA World Exhibit 2023 Special Edition

INSIDER

crafted to address a spectrum of hair related
concerns, including scalp well-being, hair
vitality and frizz control. On the other
hand, our restorative formulations are a
hit with individuals contending with hair
damage, often stemming from factors such
as heat styling, chemical treatments or
environmental stressors.”
Fockenoy points out that while THG’s
hero products address universal haircare
challenges that resonate with consumers
worldwide, it is essential to recognize that
preferences for specific products can vary
based on cultural, regional, and individual
differences.
Tackling the challenge of presenting
the optimum hair care assortment in exponentially becoming a global brand retail. Expanding into this market helps us
the travel retail environment, Fockenoy now sold in over 73 countries. More than reach more consumers internationally and
observes that elevating the haircare 10 million bottles of the product are sold domestically and after experiencing the
segment in the Travel Retail landscape annually and It’s a 10 products are sold product firsthand, will ultimately become
requires a nuanced process, particularly in more than 25,000 salons and 15,000 loyal consumers to the brand,” she continues.
when deliberating over the optimal professional chains like Ulta in the U.S. For travel retail, the company has
arrangement – whether to curate according “We would love to have the same created a travel retail assortment that
to brand identity or product categories. success with our products within the travel focuses on travel size products, sets and
She leans towards allocating dedicated retail sector. We believe that professional travel duos in its bestselling collections.
spaces for each brand within the Travel haircare should be accessible to travelers They are also developing creative gondolas
Retail store as it offers a more immersive everywhere to experience the magic and shopping experiences.
and impactful customer experience. firsthand that is It’s a 10,” comments It’s a “We expect many retailers to display
“This curated approach promotes rapid 10 founder & CEO Carolyn Aronson. products with creative signage that emulates
brand recognition, helping customers easily It’s a 10 started its venture into Travel the It’s a 10 brand and shows the importance
identify their preferred labels and leisurely Retail in late Spring 2023, and since has that everyone look and feel their best during
explore the array of offerings. This strategy been working with several key retailers travels and beyond,” she says.
also offers a canvas for captivating brand in all segments from airports, cruise and
narratives, enabling deeper connections border doors to start launching this fall And the future?
with consumers,” she says. with an expanded roll out in 2024, says While interest in listing hair care in
Other presentation options include Aronson. travel retail is definitely on the rise, even
interactive elements such as a ‘hair health “Earlier this year we announced an operator like DFA, which has been
bar,’ and a dedicated section for travel- our partnership with International Brand selling hair care for several years, is still
sized essentials. Builder’s Inc. and are thrilled to expand the expanding cautiously.
THG has some high profile activations loyal customer we’ve gained over the last “We are only looking to add the
underway to bring its brands to the 17 years of business and furthering success biggest brands in the category as it is still
traveling consumer’s attention, including of launching in over 75 countries this year.” new and the travelers are not expecting to
an ambitious project in collaboration Founded by a hair stylist/salon owner see these in the duty free shops,” explains
with WHSmith that includes digital who has been in the industry 38 years, at Joseph Falic.
screen videos on shop windows for its core, It’s a 10 is a professional haircare “The category in general is growing
Grow Gorgeous. The company is also brand with a focus on high-quality mid- but we are not promoting it separately. We
implementing eye-catching mega and priced prestigious products sold at salons are slowly expanding within each brand
branded shelf strips with more activations and through leading professional retailers some of the premium product offerings
in 2024 in partnership with other Sally Beauty and Ulta Beauty. mentioned above (anti-aging shampoo, hair
companies. “Our direct-to-consumer channel is loss prevention, etc.),” he says.
“To bring all of these initiatives to also very strong, with all products available But the opportunity for growth is
fruition, we’re currently placing a strong on It’s a 10’s website. Our hero products enticing.
emphasis on education and staff training. are our Miracle Leave In’s, Miracle Blow “As an integral part of everyone’s
This is vital in ensuring that we have the Dry H20 Shield, and Miracle Shine Spray,” wellness and beauty routine, the haircare
most knowledgeable and enthusiastic brand Aronson explains. industry is expected to grow over $17B in
ambassadors in the field,” said Fockenoy. “We travel often and noticed there the next five years,” concludes Starboard’s
were no shops in airports carrying quality Nedeski.
It’s a 10 haircare. To fill this gap, we’re bringing our Lois Pasternak
With its cult-classic product, the products to more travelers, leveraging our
Miracle Leave-In, It’s a 10 has grown travel sizes that are well suited for travel

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