Here’s How L’Oreal Is Innovatively Pushing Its Hair Care Sales Through The Travel Retail Channel
Taking into account its professional hair care brand, Kérastase’s huge success, L’Oreal has decided to use the brand to further grow its hair care category through the travel retail channel. Towards this end, Kérastase has recently launched a counter at the Lisbon Airport, where a team of professional hairdressers will also provide hair and scalp diagnosis to the passengers and then advice on the suitability of particular products from the Kérastase umbrella.
This strategy has led to a 70% customer conversion in many of the Kérastase counters, as most of the customers claimed that they were experiencing such a personalized service of Hair & Scalp profiling for the first time which they found to be credible. L’Oreal’s innovative way of introducing a professional service to the travel retail clientele, along with its high quality products, proved to be a successful mission. We can expect L’Oreal to introduce more such services and products through this channel in the future as well.
The Kérastase brand has opened several new stores in the most prestigious travel retail locations, over the past few years. The products have a unisex appeal and hence that leads to greater sales conversion for the brand.
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We expect L’Oreal’s innovative sales strategy to further boost its hair care sales in the future. According to our estimates, L’Oreal’s haircare revenues are expected to rise by a CAGR of ~5% over the next 5 years to reach over $12 billion.
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