Unilever sees great potential for haircare in travel retail and launches Living Proof in Orlando

Unilever will return to Orlando this year for the 2019 Summit of the Americas Exhibition (Coral Spring II) where it will be launching its Living Proof range of haircare products into travel retail. Living Proof is the #1 Prestige haircare brand in the US domestic market (source; NPD 2017). It uses breakthrough science and patented technology originating from The Massachusetts Institute of Technology (MIT) to solve common hair issues such as frizz, damage and fullness. The brainchild of hair stylists and biotech scientists who were frustrated by the limitations of conventional products, the brad aims to solve hair problems differently, by directly addressing their root causes. Living Proof offers much more than a quick, superficial fix. Its products are designed to deliver visibly healthier hair and styles that last. All Living Proof products are free from silicones, parabens, phthalates, and are not tested on animals. They are also safe for use on coloured and chemically treated hair. The Living Proof portfolio includes at least 20 patents and over 50 different products, which have won more than 150 awards to date. The Perfect HairDay Dry Shampoo is currently the #1 Prestige haircare SKU in the US domestic market and is anticipated to dominate travel retail sales. Living Proof’s top 7 best sellers are also available in travel size and are the perfect grab-and-go solution for travellers. Unilever says it has identified a huge opportunity for Prestige haircare in travel retail and intends to launch in major US airports in Q2 of this year. Speaking on Unilever’s travel retail business in the Americas, Karen Granit, Business Development Manager of Unilever International Travel Retail, says: “We are projecting double digit growth this year in line with the previous two years. We have added multiple brands to our current portfolio and have partnered with global operators as well as core duty free distributors in the region. We see a huge potential for growth with our Prestige brands, particularly Living Proof and skincare brand Murad. We have a strong and knowledgeable team supporting this channel as we see it as a priority and a key opportunity to drive the overall Prestige beauty category with our retail and distributor partners.”

March 8, 2019

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