Kérastase unveils new shops in travel retail
Kérastase, the world’s leading brand in luxury professional haircare, has reported that the premium professional haircare category and hair services strongly appeal to customers and drive conversion in travel retail.
During the past year, Kérastase has accelerated its travel retail expansion, opening several shops in the world’s most prestigious locations.
Conveying premium and highly differentiating hair salon codes, the Kérastase travel retail counters from Sao Paulo to Hong Kong aim to deliver the professional know-how of the brand and provide travelers with high quality services.
The recent opening at Lisbon International Airport is a new illustration of the expertise and customer appeal for the Kérastase brand, brand owner L’Oréal said.
“A professional hairdresser and her team are providing hair and scalp diagnostics on a level that widely exceeded expectations and are proving to be of high interest to shoppers, both male and female,” the French company noted.
For the vast majority of travelers, the Hair & Scalp Profiler is a first-time experience, credible and personalized, that leads to over 70% customer conversion in several Kérastase counters.
The professional recommendation and an inviting premium retail environment come together to highlight the brand’s successful product ranges and exclusive travel sets. For the first time, they offer shoppers the opportunity to conveniently carry the Kérastase routine.
Given the almost non-existent hair care category in travel retail, Kératase is bringing one of the world’s largest beauty categories, fully incremental sales and praised services to travelers and to the channel, the company said.