Moroccanoil is expanding its reach, delving into retail distribution with a launch on sephora.com today, followed by presentation in Sephora’s physical stores.
Moroccanoil items bow in 300 doors on Thursday in the Beauty on the Fly travel section followed on Sept. 16 with a rollout in 155 Sephora locations. Those doors, mostly located in major U.S. cities, will carry the full line of Moroccanoil Body & Sun products, travel hair kit and two sizes of Moroccanoil Treatment. Sephora’s “Future/New Concept” locations will include imagery of the brand’s latest advertising campaign shot in Morocco featuring supermodel and actress Rosie Huntington-Whiteley.
Teaming with Sephora opens Moroccanoil up to a new generation of beauty trendsetters, according to John Gates, Moroccanoil’s vice president of retail and travel retail sales.
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The salon heritage brand hopes to leverage retail distribution to drive consumers to salons through a referral program. “The Sephora-exclusive salon referral program provides our salon partners with a pivotal avenue to acquire an influential, new beauty-obsessed clientele,” Gates said. All Sephora in-store purchases of hair and body kits include a Treat Yourself offer with a call to action to visit the Moroccanoil web site to locate a participating salon to schedule a service. When customers go to the salon for a service of their choice, they receive a gift of Moroccanoil Treatment. The same salon referral program will exist online with any $50 purchase of Moroccanoil products on sephora.com.
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For Sephora, Moroccanoil helps build out a growing hair-care offering. “At Sephora, we are constantly searching for high performing, unique products with an authentic story, and Moroccanoil checks all those boxes in addition to being a top requested brand by our clients,” said Priya Venkatesh, vice president of merchandising. “Since their explosive introduction to the market, bringing awareness to the benefits of oil-infused beauty products, they’ve continued to be an industry leader and innovator.”