L’Occitane Group has introduced its Grown Alchemist premium beauty brand into the travel retail channel, in partnership with Heinemann Australia.
Founded in Australia in 2008 – and popular among both millennial and Gen Z customers – the clean beauty brand has made its travel retail debut with a counter at Sydney Airport’s Terminal 1 (T1).
The opening is described as an important first step in the ‘strategic’ Asia Pacific region.
Further travel retail roll-outs are planned at Frankfurt, Oslo and Istanbul, to cater to the demand for natural cosmetics brands.
The new Grown Alchemist counter showcases a range of skincare, bodycare, hand and haircare products, which travellers will be encouraged to try before boarding their flight.
The boutique’s minimalist, monochrome retail design features glass and stainless-steel details, balanced with a distressed concrete wall to evoke the brand’s signature fusion of urban street culture, while offering a lab-chic personality.
Other key elements include a semi-transparent LED display screen, which delivers the brand’s core messages.
Natural, sustainable beauty
L’Occitane Group Managing Director Global Travel Retail Estelle de Bure commented: “I am delighted to welcome Grown Alchemist into our premium portfolio in travel retail with the brand’s first-ever boutique in an airport worldwide.
“The opening is a milestone for Grown Alchemist and L’Occitane Group, as we seek to introduce our chic, edgy, and clean beauty brand to a new generation of travelling consumers.”
De Bure continued: “Offering a unique mix of breakthrough science, sustainable values and an urban edge, the minimalist boutique in Sydney is set to drive awareness and trial among travellers – with a strategic focus on Gen Z.
“We would like to thank Heinemann for its continued support of the Group, and we look forward to developing Grown Alchemist to its full potential in the channel.”
Gebr Heinemann Director Purchasing Perfume & Cosmetics Britta Hoffmann noted: “The L’Occitane Group and Gebr Heinemann have been working together intensively and in a spirit of trust for many years.
“Having already contributed to the strong growth of the L’Occitane brand in travel retail, we are delighted to be supporting the group’s new brands such as Grown Alchemist as well.
“With the exclusive launch at Sydney Airport, the first important step towards the global roll-out of the brand has now been taken. Next, we plan to establish Grown Alchemist at other locations such as Frankfurt, Oslo and Istanbul. In this way, we are also responding to increased customer demand for natural cosmetics.”
Heinemann Asia Pacific Regional Head of Marketing and Purchasing – Perfumes & Cosmetics Ranjith Menon added: “Grown Alchemist’s focus on sustainability and innovation is closely aligned with our values, and the boutique is a great addition to a fantastic beauty line-up in our transformed Sydney Airport store.”
The Grown Alchemist brand philosophy
Grown Alchemist is a certified cruelty-free, multi-category brand that harnesses the power of plants to offer a sustainable, holistic, yet science-backed approach to skincare.
Well-known for its minimalistic packaging, Grown Alchemist is also recognised for its sustainability initiatives, and is in the process of becoming B Corp certified by 2024.
It offers refill pouches made from 100% recycled materials, and is committed to achieving carbon net zero by reducing and offsetting its carbon footprint within the supply chain.
The topical skincare formulations prioritise skin health by promoting the body’s natural processes of repair, restoration, and regeneration.
The brand also offers a range of ingestible beauty supplements designed to improve skin, gut and hair health from the inside out.
Grown Alchemist’s best-sellers include the Power Couple Kit, featuring the brand’s Instant Smoothing Serum and Detox Serum, both designed to promote cellular turnover and detoxification.
The product portfolio also includes a selection of travel-friendly product kits.
Asia & Pacific,