In April, lifestyle beauty brand Moroccanoil celebrated a new phase in its travel retail developments, hosting a month-long pop-up at Amsterdam Schiphol Airport (AMS) to promote the Moroccanoil body care line; the first time in Europe that the brand has focused solely on the body care products.

 

The pop-up takes a high profile position in Terminal 3, Extra Schengen area adjacent to the airport’s florist shop.

 

Whilst the brand launched the body care line initially in the Americas one month prior, the April pop-up at Amsterdam Schiphol Airport served as the global launchpad for the new range.

 

“Schiphol was a good fit in delivering strong international pax,” said Sebastien Levi, Vice President, Global Travel Retail – Direct Premium Retail Europe, speaking exclusively to TRBusiness about the latest promotional activity.

 

“We are very excited as this is the first time where we have dedicated a major travel retail event to body care.”

 

A NEW STRATEGIC PHASE FOR THE BRAND

TRBusiness understands the original launch was planned for 2021, but this was postponed as a result of the pandemic.

 

Interestingly, it was also at AMS where Moroccanoil launched its first ever travel retail pop-up shop in March 2019, in partnership with Kappé.

 

As Levi points out, back then the focus of the pop-up was the brand’s iconic Moroccanoil treatment and haircare line.

 

“This year, we entered a new strategic phase for the brand,” explained Levi. “Focusing exclusively on body…Consistency in our messaging [to consumers] is most important here.

 

“Some customers are telling us that they didn’t even know Moroccanoil had a body care line, so it has proved very powerful for us.”

 

‘AN AMAZING OPPORTUNITY’

In an exclusive interview with TRBusiness, which appears in the May e-zine, Levi shared further comments on the brand’s body care category: “We’re very excited.

 

“Body care is a very important part of who we are as a lifestyle beauty brand with professional roots in haircare.

 

“The operators have welcomed the products with a lot of excitement and space given in stores. Since 1 March, we have been selling our new range online at Moroccanoil.com and the reception has been amazing,” he added.

 

Read and watch an exclusive interview with Sebastien Levi in the May e-zine here.