The company kicked-off 2020 by launching new product innovations and strengthening retailer partnerships
INTERNATIONAL. Oil-infused beauty brand Moroccanoil has announced several key launches and strategic partnerships for 2020.
The new product innovations include an extended styling tools collection and the new Blonde Perfecting Purple Shampoo.
The company has also opened the doors to the Moroccanoil Academy, an 8,500sq ft professional styling facility in New York City.
It has also strengthened its partnerships with key travel retailers worldwide.
"We are looking forward to further innovation and expansion, with a renewed focus on our professional roots" — Moroccanoil Senior Vice President of Retail and Travel Retail Sales John Gates
'Style like a pro': The company has returned to its professional roots by extending its styling tools collection
Moroccanoil's new styling tools collection has been extended with the Smooth Style Ceramic Heated Brush and the Power Performance Ionic Hair Dryer. It has also launched enhanced versions of the Smart Styling Infrared Hair Dryer, Perfectly Polished Titanium Flat Iron, and Everlasting Curl Titanium Curling Iron.
According to the company, styling tools collection is marketed to both consumers and professionals and offer salon-grade performance so everyone can 'style like a pro.'
The Blonde Perfecting Purple Shampoo offers a professional-strength sulfate-free formula that was designed for blonde, lightened, or grey hair. The formula neutralises hair brassiness and infuses Argan oil into the hair cortex while sealing hair cuticles to create more shine.
(Top left to bottom right) Smooth Style Ceramic Heated Brush, Power Performance Iconic Hair Dryer, Blonde Perfecting Purple Shampoo, Everlasting Curl Titanium Curling Iron
The Moroccanoil Academy was created to provide hands-on professional styling education to stylists at every level of their careers, from novices to experts.
As part of its global travel retail expansion strategy, the head-to-toe beauty specialist has also strengthened its partnerships with key travel retailers. It continues to expand steadily in Japan in partnership with JATCo and NAA Retailing (Fa-So-La Duty Free), and in South Korea with The Shilla Duty Free and Shinsegae Duty Free.
Moroccanoil has also announced plans to increase its presence in the US by rolling out to more 3Sixty Duty Free locations across the country. It is also looking to expand into top Latin America duty free doors in partnership with Dufry, with plans to explore further expansion opportunities in Middle East, Asia and Africa travel retail.
The company has also partnered with Starboard Cruise Services to grow its presence in the cruise channel via Somar Distribution.
The Moroccanoil Academy offers professional styling education to stylists at every level of their careers
The 8,500sq ft space is located in the heart of New York City
As an added omnichannel element, Moroccanoil has worked with several retailers across all channels to make its range available through click-and-collect.
In the coming months, Moroccanoil will continue to focus on travel-friendly formats and sets — which are currently some of its best-selling products — and roll out dynamic new merchandising concepts. It will also target new opportunities in secondary gate stores across regional and international airports worldwide.
Pop-ups were among Moroccanoil's success stories of 2019, said the brand owner, and will be a continued focus for 2020. It plans to launch new experiential pop-up concepts that will offer consultations, dry styling, and express body treatments to travelling shoppers.
Moroccanoil Senior Vice President of Retail and Travel Retail Sales John Gates said: "This is an exciting time for Moroccanoil, with continued overall growth for the brand. We are looking forward to further innovation and expansion, with a renewed focus on our professional roots."
Moroccanoil partnered with Kappé Schiphol in the brand's first travel retail pop-up at Amsterdam Airport Schiphol last year
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