ADVERTISEMENT FEATURE: British beauty brand Dr.PAWPAW is creating buzz with its cross-category portfolio of beauty, skincare and haircare and the company is now turning its attention to growing its presence in travel retail.
“Travel retail has always been a huge part of our business – pre-Covid it was our biggest share of the business,” said Johnny and Pauline Paterson, Co-Founders of Dr.PAWPAW.
“There is such a huge opportunity in the channel, especially in the health and beauty sector, with the increased consumer appetite for both business and leisure travel.
“We’re a brand with multipurpose and pick-up items, so are a perfect option for travellers.”
The global brand is currently listed at multiple locations with Munich Airport, Aer Rianta, Lagardère Travel Retail, MSC Cruises, WHSmith Travel Retail and in-flight with various airlines such as easyJet, TUI, Vueling, Ethiopian Airlines and Transavia France.
A key listing is with easyJet for the It Does it All 7 in 1 Hair Treatment Styler, one of Dr.PAWPAW’s best-selling travel retail products, which earned a Highly Recommended accolade in the Best Skincare, Haircare, Bath & Body Product (under €40) category at the consumer-voted 2023 Global Travel Retail Awards.
“As a leading inflight business, easyJet together with dnata collaborate with a wide range of exciting products and brands,” said Reagan Savage, Senior Category Manager at dnata.
“Dr.PAWPAW It Does it All 7 in 1 Hair Treatment Styler sold on easyJet’s UK routes during the summer period and continues to deliver strong results. The brand’s commitment to multipurpose and clean beauty at accessible price points truly resonates with our travelling customers.”
Today, Dr.PAWPAW is aiming to build its business in the channel by developing partnerships with more leading global retailers and airlines.
The brand hopes that a key driver to this will be its recently launched YOUR gorgeous SKIN collection.
Championing ‘science and performance’, the nine-product-strong range is fully vegan and suitable for all skin types.
It features a new trademarked hero ingredient, Papayaluronic™, a blend of papaya and eight hyaluronic acids that absorb deep into the skin for a soothing, nourishing and hydrating effect.
A star product is the 4in1 Face Serum that offers four benefits (hydrates, calms, smooths and brightens) rolled into one handy package, with Papayaluronic™, bakuchiol, vitamin C and retinol.
What’s more, all the components of the products in the range are fully recyclable.
The 4in1 Face Serum and SPF 50+ Day Cream are particularly well suited to inflight sales, according to the brand, due to their multipurpose nature.
Another factor giving the company an edge in the channel is its travel retail exclusive (TREX) collection.
“Inspired by encouraging feedback from our business partners during the TFWA World Exhibition in Cannes, we have introduced tailor-made clean beauty sets,” revealed Jakob Barthe, Sales Director Inflight, Hanse Distribution.
“Creating these bespoke editions is a critical component in differentiating travel retail from the domestic channel. At Hanse Distribution, we are committed to collaborating with business partners on introducing novelties that engage consumers.”
More TREX items in the range include the new Skincare set with SPF 50+ Day Cream and 4in1 Face Serum (RRP €34,00), the Beach to Bar Collection featuring the Tinted Peach Pink 25ml Balm and Scrub & Nourish (RRP €12.50); and the Must Haves Collection, with the Original Balm 25ml and Peach Pink Balm 25ml (RRP €13.99).
“Exclusivity in this category is imperative,” said the Patersons. “It adds excitement as it’s something new, and not something consumers are seeing every day domestically in their local supermarket or pharmacy.
“The familiarity with the brand will remain, but the TREX items add to the overall travel experience and make a great gifting option.
“Our TREX items also benefit travellers as it allows them to travel lighter. We have curated gift sets that include a few of our multipurpose items and this allows the customer to reduce the number of products they need to purchase while making their way through the airport.”
In terms of the strategy for the future, we can expect to see more innovations suited to travelling consumers, building on the signature collection of balms that the brand is already well-known for.
To find out more and for travel retail business enquiries, please contact: Dennis Holst at www.hanse-distribution.com.