TFWA APEC: Avène targets airport expansion

By Naomi Chadderton | Monday, 18 May 2026 12:46

Avene at TFWA — Image Credit: Naomi Chadderton

Pierre Fabre Dermo-Cosmetics is looking to accelerate the development of Avène in travel retail, as growing demand from younger consumers, retailers and international travellers opens the door for dermo-cosmetics to gain a stronger foothold in airport stores.

Speaking to TRBusiness at the TFWA Asia Pacific Exhibition & Conference in Singapore, Pierre Behnam, Global Managing Director – International Strategic Partnerships at Pierre Fabre Dermo-Cosmetics, said the company sees a clear opportunity to build the category in travel retail, where skincare has traditionally been dominated by luxury and ultra-premium beauty brands rather than more reasonably-priced dermo-cosmetics. “Dermo-cosmetics sits between dermatology and beauty, addressing skin needs such as hydration, acne and sensitivity,” said Behnam. “It is still a relatively underdeveloped category in travel retail, but we are seeing growing demand from travellers and from retailers such as Lagardère, who are looking to bring something new to the channel.

“For us, suncare is one of the clearest opportunities. It is already one of our most important sectors, and there is strong relevance for travel retail, particularly as consumers look for effective daily protection while travelling.”

Behnam said the opportunity is being driven partly by changes in the travelling consumer base, with younger shoppers showing different expectations from previous generations. “Cosmetics in travel retail have traditionally focused on ultra-premium brands, but the customer has changed a lot over the last few years,” he said. “Travellers are younger, and they may not always connect with super luxury skincare in the same way. We are not looking to compete directly with luxury skincare, but we do believe there is an opportunity to take part of the space that this category has occupied for a long time.”

While Avène is already established in Asia Pacific travel retail, where travellers are particularly fond of its spring water spray, Pierre Fabre is now widening its focus to other regions, including Europe, the UK and Latin America.

At TFWA Asia Pacific, Pierre Fabre also highlighted the launch of Avène’s Ultra Fluid Serum SPF50+, which Behnam described as the brand’s “star innovation of the year”. The product has launched globally in both travel retail and domestic markets, and is designed for daily use rather than beach occasions. The new SPF serum range is available in three versions depending on skin type and need, including formulas designed to plump, moisturise or add glow. It is intended to be used as the first step in a daily routine before moisturiser, with a texture closer to a serum than a traditional sunscreen. “We focused strongly on the texture, so it feels much more like a serum than a classic SPF,” he added.

Looking ahead, Pierre Fabre’s travel retail strategy for the remainder of the year will centre on execution, expansion and education, with Behnam explaining that the company is currently negotiating space with retailers, many of whom it met during the Singapore show, while working on merchandising and staff training to support category development. “People know the Avène brand, but as dermo-cosmetics is not yet a common category in duty free, investment in training is very important for us. We want customers to be able to select the right products for their skin, and that requires advice and education.”

For Pierre Fabre, the wider goal is to establish dermo-cosmetics as a credible and commercially relevant category in travel retail, offering retailers a way to engage shoppers who are looking for effective, accessible skincare rooted in dermatological expertise. As Behnam concluded: “Our ambition is to make skin health more accessible, without compromising on beauty.”

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