TRBusiness Singapore Shorts: Moroccanoil pushing multi-category

By Benedict Evans | Friday, 20 June 2025 16:39

– TRBusiness

Speaking to TRBusiness at TFWA Singapore, Sébastien Lévi, Vice President Global Travel Retail, Moroccanoil, offered his perspective on the diminished return of APAC passengers post-Covid, and why he is so confident in Moroccanoil’s venture into the fine fragrance category, with L’Originale Eau de Parfum.

“This year the major focus is announcing the launch of a new fragrance in a new category for the brand in APAC in 2026. We’ve already launched it in Europe and in the Americas, and the success has been phenomenal,” he said, adding: “Recovery has been a bit slower in Asia, but in 2024 we already above pre-Covid numbers, and keep seeing this very positive trend in the airline business and in airports we have strong partnerships with major retailers… the market is not booming the way it was pre-covid, but we’re fine with that, we’re here for the long run, and we’re in a very good place.”

The two major examples in play are expansion in Lima Airport through Lagardere, and at Santiago de Chile with Avolta, where Levi believes Moroccanoil is perfectly situated to generate a connection with its consumer base: “The market is less dependent on consumers buying very high-end, premium skincare, so operators are looking for alternatives, and the second trend is a booming market when it comes to fragrances.

Maybe even more than other markets, the quest for experience is even greater than the desire for good deals, and we want to bring that to the market; we feel totally in tune where the market is going in APAC. This is an opportunity to express what the brand has to offer as a multi-category brand.”