Hanse Distribution talks up inflight potential as Asambeauty gains traction

By Luke Barras-hill |

Inflight specialist Hanse Distribution has set its sights on strengthening the onboard retail presence of Asambeauty after a flurry of early listings.

An exclusive partnership struck between both last year to introduce Asambeauty, part of BHI Beauty & Health Investment Group Management GmbH, into global travel retail has yielded promising early success.

Asambeauty, which offers face, body and hair products including skincare, fragrance and makeup, is currently listed onboard 14 airlines, including Lufthansa, Swiss and TUI Group.

Claimed to be the number one skincare brand onboard First Airlines, Asambeauty has also made inroads with easyJet after its M. Asam Magic Finish Make Up Foundation 30ml and 10ml were ranked among the top-selling products within the beauty segment across all routes.

“We are thrilled by the initial reception to Asambeauty’s inflight debut,” commented Hanse Distribution Managing Director Nikolas Hogrefe.

Christoph Lanninger, Chief Operating Officer, Asambeauty.

From two to 14 airlines

“It illustrates that there is still plenty of potential for onboard sales, if passengers are offered innovative and attractive products.

“In particular, we believe that the fragrance and cosmetics categories represent huge expansion opportunities, for us and our exclusive partners. We have lots of exciting plans in the pipeline to capitalise on these prospects in the year ahead.”

Asambeauty Chief Operating Officer Christoph Lanninger added: “Travel retail offers the ideal complement to our sales mix. Travel retail gives us a great opportunity to gain more international exposure, and create even better visibility.

“Last year we started out onboard just two carriers but, harnessing Hanse Distribution’s specialist knowledge and networks, we have expanded our inflight business significantly.”

Asambeauty’s domestic distribution spans teleshopping, bricks-and-mortar retail outlets and e-commerce.

Founded 60 years ago, its best-selling brands include M. Asam, ahuhu organic hair care, Kräuterhof and Youthlift.

The Asambeauty portfolio combines selected natural and high-tech active ingredients, with a particular focus on sustainability and environmental responsibility.

In addition to broadening its own product portfolio, Hanse Distribution is actively exploring new opportunities at airport shops, cruise ships and ferries, alongside its key airline business, as part of its recently announced diversification strategy.

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