After officially announcing the release of its new hair colour masks (in August) in the US, Moroccanoil says it will continue its worldwide distribution strategy by launching the products into duty free along with its latest skus for body care.
The leader in ‘oil-infused beauty’ says it will also use the 2019 TFWA World Exhibition & Conference in Cannes to introduce the collections to the trade.
Combining “care with colour, depositing pure pigment while providing the treatment benefits of a deeply conditioning mask,” the new Color Depositing Masks are available in seven shades.
“This collection of nourishing, temporary colour masks is designed to enhance tones, refresh existing colour, or allow experimentation with fashion shades, while restoring hair health,” says Moroccanoil.
“The result: commitment-free, beautifully coloured hair that looks and feels healthy. As part of the Moroccanoil sustainability journey, Color Depositing Masks are sold in tubes made from 50% post-consumer recycled plastic.”
EXPANSION IN TR
In addition Moroccanoil continues to expand its line of body care products with the Body Polishing Scrub, which actually replaces the Body Buff sku.
“This revitalising, gel-based scrub reveals renewed, brighter-looking skin with natural exfoliators, including argan shell powder and lava stone pumice, while a blend of six precious oils nourishes and hydrates the skin,” reveals the brand.
It features Moroccanoil’s signature scent; ‘a soothing and exotic fragrance beloved by customers around the world’.
“The expansion of Moroccanoil is supported by continued consumer and industry excitement and demand for the brand,” says John Gates, Moroccanoil Senior Vice President of Retail and Travel Retail Sales.
“Moroccanoil is more than a leader in the oil-infused beauty industry; we are a lifestyle beauty brand that is able to offer consumers multiple categories including hair care, body care, and sun care.”
DOUBLING ITS FOOTPRINT IN CRUISE
The brand has been able to extend its network in recent months with the addition of new locations in the Americas with Dufry and DFASS, and in Asia including Korea, Singapore, Thailand, and Japan.
Moroccanoil insists that it has doubled its footprint within the cruise channel through Tairo International and continues to offer the iconic Moroccanoil Treatment through select global inflight listings.
Moroccanoil is also exploring partnerships to be onboard through first and business-class amenity kit programs.
As previously reported, Moroccanoil debuted its very first travel retail pop-up at Amsterdam Airport Schiphol in March.
The experiential pop-up shop, created in partnership with Kappé, offered hair consultations with dry styling, a larger-than-life Moroccanoil Treatment bottle for an Instagrammable moment, and a ‘hydration station’ where the client could create a custom three-piece gift set.
During this time, the brand experienced a 125% lift in sales, with the body category contributing 40%. Moroccanoil has plans to roll out this concept to key markets globally.