Nuxe eyes 2023 with confidence by championing affordable luxury

By Faye Bartle |

Elodie Brunner, Head of Export, Travel Retail & Middle East.

Elodie Brunner, Head of Export, Travel Retail & Middle East. Right: Huile Prodigieuse dry oils.

French beauty brand Nuxe is looking to further strengthen its presence in travel retail next year with a focus on affordable luxury and by raising awareness of its anti-ageing skincare, aided by a number of strategic new launches. 

“We are not afraid of what 2023 will bring in terms of pricing, as while some brands may be increasing their prices, Nuxe sits firmly at the heart of the market in the affordable luxury segment,” said Elodie Brunner, Head of Export, Travel Retail & Middle East.

Nuxe is well known for its best-selling Huile Prodigieuse dry oils, but a key goal for the company in 2023 is developing its offering within the anti-ageing segment.

“We are not as strong for this in travel retail at the moment, but we really want to push the category, as it is very important for Nuxe,” said Audrey Cardonne, Trade Marketing Manager – Travel Retail, Nuxe.

The brand already enjoys a leading position in anti-ageing skincare in France, having been ranked number one on the market in pharmacies in the country in 2020*.

There are four anti-ageing collections to discover, featuring creams and serums for different age groups and targeting a variety of concerns: Crème Prodigieuse Boost Collection for ages 25+; the Merveillance Lift Collection, comprising five products infused with an ultra-correcting micro-algae oil; the Nuxuriance Ultra collection for ages 50+; and the Nuxuriance Gold Collection for ages 65+.

It’s the Super Serum [10], however, that is at the heart of the anti-ageing strategy.

Accessibly priced at US$74/EUR70, significant time was invested in perfecting the formulation to achieve a honeycomb-like appearance, which melts away upon being massaged into the skin.

Suitable for all skin types, the serum preps the skin for treatment style products.

“It’s our star product,” said Cardonne.

“We want it to be as iconic as our oils,” added Brunner.

“Television advertising has begun in France exclusively on the product and will soon be rolled out in Spain and Italy.

“It gives you an idea of the investment that is going into it.”

Nuxe Moisturising Cream Dry Skin 48h, Crème Fraîche de Beauté (50ml).

Moisturising Cream Dry Skin 48h, Crème Fraîche de Beauté 50ml.

Growing the range is, of course, giving consumers the option to introduce more Nuxe products into their skincare routine and inspiring them to “leave [the shop] with a bigger basket”.

Pipeline of innovations

To pique the interest of its travellers in its largest customer base of France, Nuxe is unveiling a promotion in Nice Airport for Christmas featuring special sets, a gift-wrapping experience and GWPs (such as miniatures and candles).

Travel retail exclusive (TREX) sets are on the agenda for 2023.

“TREX sets is something we increase every year,” said Cardonne. “A lot of thought goes into it.”

There will be two new TREX products launching next year – the details of which are still under wraps.

Further to this, there will be a “major” new product launch, that will deliver “newness to the brand within the anti-ageing segment”.

Like the products in the wider collection, it will feature 100% natural ingredients, all wrapped up in 100% recycled paper packaging.

“There’s no going back on that now,” confirmed Cardonne.

Recent launches include the lip balms – “key SKUs” that are “very popular in the range”.

“It’s like applying honey on your lips,” said Brunner. “We feature it in the impulse areas of shops so it’s an ‘easy buy’.”

Lip balms provide a key slice of the company’s overall sales in France and the products lend especially well to airports and inflight, as she points out: “it’s a classic product for travellers”.

Nuxe Bio Organic relaunch July 2022.

Nuxe relaunched its Bio Organic range with new formulations and eco-credentials in July 2022.

There may be space for growth within its popular line-up of dry oils, too, as the success of the certified organic Dry Oil Huile Prodigieuse Neroli, which launched in summer 2021, goes to show.

“Our classic product has not been ‘eaten’ by subsequent launches – it’s incremental,” said Brunner.

The classic Huile Prodigieuse remains “by far the biggest trend of the business”, however, while Florale offers a scent alternative, the Bio Organic variety is “preferred by men” and the Shimmering Dry Oil is more suited for evening use.

Nuxe is focused on strengthening its points of sale at airports, but is also currently available on approximately 40 airlines.

An activation for Huile Prodigieuse at Lyon Airport in summer 2022.

An activation for Huile Prodigieuse at Lyon Airport in summer 2022.

There is a specific SKU for inflight: Huile Prodigieuse with a twist top.

“This is complementary to what consumers can find at the duty free shops as it’s not available there,” said Brunnner.

Another bonus for the brand is its action towards protecting the environment, with close attention paid to planet-friendly initiatives throughout the value chain, from prioritising natural-origin active ingredients in its formulations, to making advancements in packaging (for example, Nuxe is targeting a 20% reduction in the use of plastic for its packaging by 2025).

“We have been talking about this with all of our partners, including Heinemann, about being the ‘future friendly’ category,” said Brunner. The good news is that: “all of our assortment can fit.”

*Source: IQVIA – PharmaOne Pharmatrend – anti-ageing market (82B5 & 82D2A) – in pharmacies – France – Year 2020 – volume.

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