Exclusive: Partnerships pay dividends for Moroccanoil

Lifestyle beauty brand Moroccanoil has revealed that solid partnerships and diversification are among the key elements that have enabled business to develop globally since its launch across travel retail in 2014.

Recent openings include a shop-in-shop concept at Santiago de Chile airport with Avolta, which is designed to reflect the ideal vision for the brand in top doors, displaying multiple categories, with a space for novelties and services.

Moroccanoil Global Travel Retail – Direct Premium Retail Europe Sebastien Levi told DFNI: “We have been able to go beyond haircare products with new needs like hair brushes, new categories like Body care or Fragrance, and also to multiply the touch points at the POS, with travel sizes by the cashiers or sets that offer a full routine in the TR sets section.”