Foreo is extending its partnership with Dufry with the launch of two new points of sale in Cambodia at Phnom Penh International Airport and Siem Reap International Airport.

The new placements add to the brand’s growing roster of physical touchpoints in the channel, driven by a significant expansion across Asia following the pandemic, led by the Swedish beauty and tech giant’s travel retail arm.

“We have always had a solid and reliable relationship with Dufry, and to extend it further with placements in Cambodia is an honour for us,” said Global Travel Retail Director, Gary Leong.

“The country’s tourism is recovering rapidly, and in tandem with anticipated summer tourists, it’s the perfect time for us to launch the Peach, which will no doubt be well received.

“We’re pleased to extend our offerings apart from our hero products, and look forward to a continued partnership with Dufry for other placements.”

Dufry announced a five-and-a-half year extension for its duty free concessions in both locations starting in October 2021, as previously reported.

As such, the stores have benefitted form a recent refurbishment and today offer a comprehensive selection of core duty free categories including perfume and cosmetics, in line with VINCI Airports’ ‘sense of place’ approach.

“Foreo is a great brand to have on board with Dufry, with the weight and the power the brand holds,” added Dufry General Manager South Asia, Thomas Galet.

“They have constantly outdone themselves with new and innovative releases, which is in line with Dufry’s growth plan of constantly striving to innovate and lead the market.

“We look forward to a strong and successful partnership with them.”

Foreo places a great importance on ensuring its touchpoints are memorable, original and an accurate reflection of the personality of the brand.

The space at Phnom Penh Airport features a specially designed Rubik’s Cube style gondola while the Phnom Penh Airport store has an eye-catching wall bay.

Both were constructed to maximise the visual appeal of the POS and offer an experiential experience to consumers.

Shoppers can browse and buy all the hero products in the range, including the Luna 3, Luna Mini 3, UFO 2 and the Bear, as well as the ‘rising star’ in the collection, the Peach hair removal device.

The Peach uses IPL technology to painlessly remove body hair and, with prolonged use, promises minimal regrowth.

The two new POS mark Foreo’s fifth and sixth stores in partnership with Dufry, following: The Venetian, Macau; Hong Kong West Kowloon Station; Haikou Mova Mall, China; and Genting Highlands SkyAvenue, Malaysia.

Tourism in Cambodia is expected to return to pre-pandemic level in 2023 for domestic trips with an anticipated 11 million tourists, according to the Ministry of Tourism.

The government expects seven million international tourists by 2025.