CANNES — At the 2024 TFWA World Exhibition, Sebastien Levi, Global Travel Retail – Direct Premium Retail Europe for Moroccanoil, discussed the growing haircare category within travel retail and the brand’s plans for 2025.
Levi noted that the haircare segment is currently “booming,” leading retailers to incorporate more brands, fostering healthy competition in the market. However, he expressed concern over a diminishing focus on branding and personalization. “It’s crucial for brands to convey their identity,” he emphasized, particularly for a multi-category beauty brand like Moroccanoil.
The pandemic-induced shift toward self-care has also benefited Moroccanoil, attracting consumers to its range of argan oil products, including its renowned hair oil, shampoo, conditioner, and hair mask. These offerings resonate with those seeking to enhance their at-home pampering routines.
Among the standout products featured was the Moroccanoil Treatment Purple, a tone-correcting oil designed for blonde, lightened, or silver hair, which helps neutralize brassiness while enhancing shine and managing frizz.
In a video interview with TRBusiness, Levi highlighted the brand’s broad appeal across diverse consumer demographics, which he believes positions Moroccanoil for continued growth in global travel retail. “We’ve crafted a brand that attracts every type of consumer—regardless of hair or skin type—which presents a significant opportunity for us,” he stated.
Levi also teased an upcoming project set to launch in Q1 2025, describing it as a pivotal moment for Moroccanoil that will further establish its identity as a multi-category beauty brand.
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