French skincare brand, Laboratoire Nuxe known for its natural cosmetology approach, is reinventing its hero product, Huile Prodigieuse, providing a new demographic of beauty enthusiasts with a fresh and floral scent.

 

“Since its creation in 1991 Huile Prodigieuse, a multi-use and multi-purpose dry oil, has become a skincare icon in beauty stores and pharmacies across the world,” says Marion Bruimaud, Travel Retail Director, Laboratoire Nuxe.

 

“Creating this sister scent is a bold step for us, but it is one that is offering women two choices that they can alternate (between) depending on their mood.”

 

Whilst featuring the same natural composition and the same benefits as the original oil, the floral scent has been “stripped of its warm, sunny fragrance notes to reveal a sweet, velvety and sensual base in a floral iteration that we believe is equally addictive,” adds Bruimaud.

 

ACTIVATIONS WITH HEINEMANN AND IDF

“We all know the importance customers attach to finding new and different products in travel retail, so we are confident that Huile Prodigieuse Florale will have a huge appeal to them.”

 

Nuxe will conduct a DF&TR two-month activation specifically for this launch in mid-May with Gebr Heinemann at some of the retailer’s key European airport stores – Frankfurt, Copenhagen, Oslo – in addition to IDF in Brussels and perhaps at a later date with Lagardère Travel Retail.

 

Nuxe is looking to launch this product in Asia in September and has high hopes for its success in this region, believing it will become popular with millennials.

 

The use of natural ingredients and the fact that the product is free of silicone are also appealing. To top it all off, the oil’s new fragrance is described as floral, fresh and ‘luminous’; all characteristics which have proven to be popular in Asia Pacific.

 

FLYING OFF SHELVES

The original Huile Prodigieuse product has become somewhat of a staple item in inflight retail and is currently listed with 68 airlines. As a result, it has become one of the best-selling beauty items in the skies.

 

Nuxe first entered travel retail in 2013 and since then the brand has enjoyed ‘significant year on year growth with sales doubling over the last three years’, it says.

 

Nuxe products are now available in 236 points of sale in 38 countries, with airport listings numbering 184. In addition Nuxe has a presence on 21 ferry shops and port areas,

and is available in 17 border shops along with seven diplomatic and military locations.