Unilever will return to Orlando this year for the 2019
Summit of the Americas Exhibition (Coral Spring II) where it will be launching
its Living Proof range of haircare products into travel retail.
Living Proof is the #1 Prestige haircare brand in the US
domestic market (source; NPD 2017). It uses breakthrough science and patented
technology originating from The Massachusetts Institute of Technology (MIT) to
solve common hair issues such as frizz, damage and fullness. The brainchild of
hair stylists and biotech scientists who were frustrated by the limitations of
conventional products, the brad aims to solve hair problems differently, by
directly addressing their root causes.
Living Proof offers much more than a quick, superficial fix.
Its products are designed to deliver visibly healthier hair and styles that
last. All Living Proof products are free from silicones, parabens, phthalates,
and are not tested on animals. They are also safe for use on coloured and
chemically treated hair.
The Living Proof portfolio includes at least 20 patents and
over 50 different products, which have won more than 150 awards to date. The Perfect
HairDay Dry Shampoo is currently the #1 Prestige haircare SKU in the US
domestic market and is anticipated to dominate travel retail sales. Living
Proof’s top 7 best sellers are also available in travel size and are the
perfect grab-and-go solution for travellers.
Unilever says it has identified a huge opportunity for Prestige haircare
in travel retail and intends to launch in major US airports in Q2 of this year.
Speaking on Unilever’s travel retail business in the
Americas, Karen Granit, Business Development Manager of Unilever International
Travel Retail, says: “We are projecting double digit growth this year in line
with the previous two years. We have added multiple brands to our current
portfolio and have partnered with global operators as well as core duty free
distributors in the region. We see a huge potential for growth with our
Prestige brands, particularly Living Proof and skincare brand Murad. We have a
strong and knowledgeable team supporting this channel as we see it as a
priority and a key opportunity to drive the overall Prestige beauty category
with our retail and distributor partners.”
ENDS
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