Aude Bourdon beside the new island unit from Caudalie in signature purple.

Natural beauty house, Caudalie – whose travel retail sales are rocketing – has introduced new island product display units for airports that were on show on the brand’s stand at the recent TFWA World Exhibition and Conference in Cannes.

Asia Pacific airports were the first to see the arrival of the large units (almost two metres squared) in the brand’s signature purple colour. However, the first deployment in EMEA, where Caudalie has the majority of its sales, was with Lagardère Travel Retail at Nice Airport’s Terminal 2, just in time for departing visitors from the TFWA show to see the presentation in an in-store environment.

The new look – which gives the brand a distinctive presence in the beauty area against competitors like Clarins and L’Occitane – will be coming to other airports. Most likely, this will be either as a full island unit, or a backwall where space is more limited. The two together would be the ideal scenario for Caudalie.

Caudalie capitalises on surging growth

Aude Bourdon, Travel Retail Marketing Manager at Caudalie, told TRBusiness: “Our travel exclusive sets, such as our duo Vinoperfect Brightening Dark Sport Serum, are booming. The sets offer a 10% discount versus buying them separately. Also popular are our mini- and travel-size formats.”

Now in its 30th year, the French pharmacy brand, rooted in viticulture – specifically grape seed polyphenols – has had year-to-date growth of 38% (to August). “We have been opening new doors, but the brand has invested a lot in the local market on media and visibility, and we benefit from this in airports,” said Bourdon. “It’s a mix of innovation and shop investment.”

In EMEA, Caudalie has 240 travel retail doors, having recently added 90. In September, the brand opened in Bahrain, while Marrakesh and Istanbul are coming soon. Worldwide, the brand currently has 300 doors in travel retail, but more than 20,000 doors in pharmacies for comparison.

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