Trbusiness. The travel retail Trbusiness. The magazine for global retail and duty free professionals.Need for branding & personalisation as haircare category grows in TR
By Faye Bartle |
Sebastien Levi, Global Travel Retail- Direct Premium Retail Europe, Moroccanoil at the 2024 TFWA Wold Exhibition in Cannes.
TRBusiness caught up with Sebastien Levi, Global Travel Retail – Direct Premium Retail Europe for Moroccanoil, at the 2024 TFWA World Exhibition in Cannes for an update on how the company is capitalising on the flourishing haircare category in the channel and what’s to come from the multi-category beauty brand in 2025.
Levi explained that the haircare category is “booming” in travel retail, prompting operators to recruit more brands into the space, which in turn is giving rise to healthy competition.
However, he relayed that a minor worry on the radar, from his perspective, is a reduced focus on branding and personalisation.
“It’s very important for the brands to be able to express who they are,” he said. “This is all the more important for a brand like ours, which is a multi-category beauty brand – to express who we are as a brand and not only a major category player.”
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