Nuxe hails successful 2023 driven by NPD and sustainability credentials

By Faye Bartle |


Nuxe Merveillance Lift and Super Serum [10] Eyes.

French beauty brand Nuxe is reflecting on a strong year in travel retail, with strategic new launches and a focus on sustainability helping to power its development in the channel.

“Travel retail plays an important part in our brand omnichannel strategy as a key driver in the development of Nuxe as a global brand,” said Caroline Goix, Global Travel Retail Sales & Marketing Manager, Nuxe.

“Innovative skincare products like Super Serum and Merveillance Lift are important drivers of that development and are great examples of our brand delivering against our sustainability commitments.”

The company has been committed to pursuing an ‘eco-design approach’ for it products ever since it was established 30 years ago.

From the formulations to the packaging, distribution, ensuring consumer safety and protecting the environment, the ethos shines through in many areas of the business.

Key objectives in Nuxe’s plan to further improve its sustainability performance include achieving a further 20% reduction in the use of plastic for its packaging by 2025.

This is on top of ensuring 100% of its ingredients are fully traceable and, in terms of bio-diversity protection, being capable of genetically tracing 85% of its plant actives.


Nuxe Super Serum [10] Eyes.

Animal welfare is also a long-standing concern.

With the one exception of its Rêve de Miel range (due to its natural honey ingredient), all other Nuxe products are vegetarian (with no animal ingredients).

Furthermore, 90% are also vegan.

New products driving GTR business

The company unveiled a number of new products in 2023 that it says have helped drive its business in the travel retail channel.

The first half of the year saw a focus on anti-ageing products with the launch of Merveillance Lift in travel retail.

This was supported by a ‘60 seconds to transform your skin’ instore product demonstration activation in La Samaritaine department store in Paris, and an online anti-ageing diagnosis that shoppers could utilise by scanning a QR code.

Last year also saw the launch of Super Serum [10] Eyes, a unique new variant the Super Serum product.

The vegan formulation, is enriched with 95% natural origin ingredients and targets dark circles and puffiness.

Its slim 15ml pipette bottle makes it conveniently sized for travelling consumers on-the-move.

Nuxe also expanded its Sun Care Collection, adding two new high protection products: Nuxe Tanning Sun Oil SPF50 and Nuxe Delicious Sun Spray SPF30.

The new novelties come in recyclable plastic bottles and have been formulated to respect marine life.

Stimulating consumer engagement  

The company also sharpened its strategy to prioritise ‘captivating consumer engagement’ in 2023 by enhancing the shopping experience for travelling consumers.

For the Sun Collection range, for instance, a scan code was added to the sun care bottles to connect people to the Nuxe Sun Spotify playlist.


Nuxe Flower Market activation.

In spring, the eye-catching Flower Market merchandising activation sprung to life in the channel.

This floral display supported three products within the company’s signature Huile Prodigieuse range: Huile Prodigieuse, Huile Prodigieuse Florale and Huile Prodigieuse Neroli.

The activation was implemented at Paris’ Charles de Gaulle and Orly airports, downtown in Sanya in Hainan, Beijing Airport T3 and Shanghai T1.

Stay close to TRBusiness for news of what’s to come from the brand in 2024.

READ MORE: Nuxe targets Gen Z with new organic Sweet Lemon lip and hand care

READ MORE: Nuxe hails success of new Super Serum [10] Eye travel retail roll-out

READ MORE: TR Sustainability Week: Nuxe on why sustainability is a “never-ending” journey


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