Sebastien Levi, VP, Global Travel Retail – Direct Premium Retail Europe, Moroccanoil.

Moroccanoil is capitalising on the buzz around the launch of the brand’s first fine fragrance, L’Originale Eau de Parfum, in February this year, to cement its status as a leading multi-category beauty brand in travel retail and deliver memorable expriences to travelling shoppers.

“Our priority is really to leverage the major success that we’ve had [in order] to continue on this path with additional launches in the category– because it has been really successful and I think it establishes us even more as a multi-category beauty brand,” said Sebastien Levi, VP, Global Travel Retail – Direct Premium Retail Europe.

As he explained in this piece to camera (see below) filmed during the 2025 TFWA World Exhibition in Cannes, this landmark launch represents more than just a product for the company – it is being delivered to travelling consumers as an engaging retail experience for all the senses.

“We really want to convey this notion of experience through the eau de parfum, through travel retail – that’s the top priority for us,” he explained.

Levi went onto discuss more about how today’s travelling shoppers are seeking retail experiences that stand out.

“It’s up to us, together with the operators, to find way to do just that,” he said, revealing that the company has big plans to deliver this around fragrance and the wider product portfolio in 2026.

When it comes to driving conversion, a factor the entire DF&TR industry needs to look at, from Levi’s perspective, is redefining value.

He said: “People are really looking for value, but value doesn’t mean discounts – and I think this is what we really need to figure out.”

Hit play for to hear more of what he has to say on these topics. Plus, how Levi and his team are planning to make the most of opportunities moving forward…

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