A
new company is making steady inroads into travel retail with a range
of innovative products that combine quality with value for money and
flexibility of design. Based in New York , Flo Accessories has
already achieved listings in the air for its patented design
fragrance atomizer and LED mirrors, including Aer Lingus, BA, Thomson
Airways, Austrian Airlines, El Al, Flybe and KLM, and is now
targeting ground shops and ferries/cruise ships with a rapidly
expanding offer. The company has a listing with World Duty Free for
all its UK airport retail operations and is also present at Antalya
International Airport, Turkey, and through James Richardson Israel.
Core
to the range is the Flo Fragrance Atomizer which, unlike others in
the marketplace, has a glass container and patented filling system
design that is 100% universal for use with any type of fragrance
bottle.
Says
Flo Accessories Founder & CEO Adoram Leshem: ‘Fragrance
companies market their perfumes ONLY in glass for very good reason –
so why should we be any different with an atomizer? Glass is the only
real way to store a fragrance without it being affected by climate or
temperature change. Plastic breathes and the fragrance inside can be
quite dramatically affected as a result.
Plastic
also interacts with fragrance and so changes its formula.. and that
can lead to skin irritation; that is why the only compatible
materials used by fragrance brands is glass.’
Leshem also claims the Flo atomizer can be used on all designs of
fragrance bottles, even those without a spray nozzle.
‘Our filling system easily connects to and covers the fragrance
exit hole – however it is designed – and seals around it; the
fragrance is then simply sprayed into the silicone cap and into the
atomizer. Pump action designs do not work with all designs,’ he
explains.
Already
widely distributed through major High Street retailers in the UK,
Europe and US, Flo offers the atomiser in a variety of colours and
designs, including models with crystal insets and a new glitter look
set to follow. For travel retail the company can create exclusive
colours and finishes with retail prices starting at US$15.
Flexibility
is crucial, says the company. ‘We know how important it is to offer
products for travel retail that have a point of difference over the
High Street, which are perfect for impulse purchase, and which can be
customised to an individual retailer or airline’s requirement,’
says Leshem. A perfect example is the neat Organiser Pouch,
originally designed to hold three atomizers, but now offered in a
variety of sizes to also carry essential items such as lipstick, nail
varnish, makeup brushes, mascara. ‘We can supply these empty to be
sold alongside the atomiser, or as a gift with purchase, or as a
filled item complete with atomizer, make up brushes etc,’ continues
Leshem. ‘For example, we have developed a great nail file set with
a rounded edge and protective case that makes it ideal for airport
retail and airlines.’ The nail file set is listed by World Duty
Free for its UK airports, along with the atomizer and Celebrity LED
mirror.
The powerful Celebrity
double-sided folding mirror has powerful LED lights which allow make
up application anywhere. Two mirrors in one with one side standard
and one side 2 x magnification, the mirror also has a free-standing
base to enable hands-free, fuss free use. Enclosed in a stylish and
durable case to prevent scratching or damage. ‘We will shortly be
introducing a new chic version of this with a illuminated logo on the
case, glow effect LED light and mirror with x 5 magnification,’
continues Leshem. ‘Again, we can produce this in exclusive colours
for retailers and could, for example, produce a set with a mirror and
other travel products as a travel retail exclusive item.’ Retail
prices of the mirrors start at US$17.
Leshem says there are a
number of other new products coming on-stream in the next few months
including ‘a totally new concept in jewellery which really could be
a massive success story for travel retail’.
Flo Accessories’ move
into travel retail is against a backdrop of active PR and promotion
on domestic markets internationally with a new website and aggressive
social media and consumer marketing program under development.
July
2013
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