WDF addresses gift demand with L'Occitane

Tina Milton

Print Article E-Mail Article E-Mail Author

The introduction of the L'Occitane brand is expected to boost gift giving sales at World Duty Free's Beauty Studio in Heathrow terminal four

World Duty Free (WDF) has introduced the L'Occitane brand to its Beauty Studio at Heathrow terminal four in a bid to increase its gift-giving sales.

WDF fragrances and cosmetics head of category Nigel Keal explained at the opening of the L'Occitane area: "When the Beauty Studio opened four years ago it was more to address the needs of customers buying products for themselves. But there are now more opportunities for brands that suit the gift-giving market, which is why we've introduced L'Occitane and Origins."

L'Occitane International travel-retail manager Yves Politi said that the brand will launch a gift basket packing and wrapping service next to the 13sq m (140sq ft) area next month, as well as complementary hand massages.

Managing director of L'OccitaneUK Kit Braden expects the space to achieve revenues of up to £200,000 ($358,000) in the first year. The brand is developing a number of new travel-retail exclusive sets, which will be showcased at the TFWA World Exhibition in Cannes later this year.

See DFNI October 1 for more details.