Sebastien Levi of Moroccanoil, Global Travel Retail- Direct Premium Retail Europe at the 2024 TFWA World Exhibition in Cannes.
TRBusiness spoke to Sébastien Levy of Global Travel Retail – Direct Premium Retail Europe for Moroccanoil at the 2024 TFWA World Exhibition in Cannes to find out how the company is leveraging the growing haircare category within the channel. We caught up with them to find out the latest information on how they’re using it and what’s coming out of the multi-market. -Category beauty brands in 2025.
Mr Levi explained that the hair care sector is “fast growing” in the travel retail industry, prompting operators to adopt more brands into the sector, resulting in healthy competition. .
However, from his point of view, he shared that the waning focus on branding and personalization is a minor concern.
“It’s really important for brands to be able to express who they are,” he said. “This is even more important for a brand like ours, which is a multi-category beauty brand, to not only be a major category player, but also to represent who we are as a brand.”
He also believes the shift toward self-care due to the pandemic will drive more consumers to the brand, which has a variety of argan oil products, from its famous hair oils to shampoos, conditioners, hair masks and body care. He also explained how it helped him. , piques the interest of those looking to enhance their luxury habits at home.
Among the key products on display at the stand was Moroccanoil Treatment Purple. This is a tone-correcting hair oil for blondes, lightened, and silver-haired individuals that helps neutralize brassiness while adding shine, reducing frizz, detangling, and conditioning.
In this video interview, shot on location with TRBusiness’ production partner Bluedog Group, Levi also emphasized that the brand is not dependent on any one consumer group. This bodes well for the company’s continued growth and development in global travel retail.
“We’ve been able to create a brand that really appeals to all types of consumers, regardless of their skin type or hair type. This is a huge opportunity for us in travel retail,” he said. ” he said.
Press play to hear what he has to say, including a preview of the project scheduled to launch in Q1 2025. According to Levi, the project will “strengthen Moroccanoil’s establishment as a multi-category beauty brand” and “become a leading brand.” “Milestone” for the company
Moroccanoil was a platinum sponsor of the consumer-voted Global Travel Retail Awards 2024. The company sponsored three categories: Best Low and No Alcohol Product, Best Sustainable Product, and Best Airport Retail Initiative Pop-up, and Levi took to the stage. Announce the winners and award trophies.
See below for a complete list of winners, highly recommended, and those who achieved finalist status.
Sebastien Levi from Global Travel Retail – Direct Premium Retail Europe for Moroccanoil at the Global Travel Retail Awards 2024.
Read more: Winners announced: Global Travel Retail Awards 2024
Read more: Beauty professionals unleash the power of sensory activation to strengthen their connection with consumers – August/September issue
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