Nuxe boosts airport focus on its anti-aging products

‍

Anti-aging products are leading the growth of the skincare category and form a key pillar in Nuxe's business development strategy. User expectations are very high with 71% of women expecting their anti-aging routine to deliver instant benefits. The brand's expertise in oils has allowed it to meet these expectations by introducing some of the most innovative and effective products in the market, most notably in 2021 when Nuxe unveiled Super Serum (10), a universal serum and the first essential step in all Nuxe skincare routines, for all ages, all skin types and all complexions.

The brand's anti-aging range in retail travel now covers every different user’s requirement. Along with Super Serum (10), it has Prodigieuse Boost for first signs of aging and radiance and Merveillance Lift to target wrinkles and firmness. In 2024 it started to ride the ‘Green Wave’ with the launch into travel retail of Nuxuriance Ultra Alfa [3R], a range of six new anti-aging products for the face with a revolutionary new green technology formulation to combat the signs of aging skin.

‍

In 2024 the brand implemented a huge strategic change to its in-store activity in the major international airports where it is present, with the implementation, for the first time, of podiums and activations dedicated exclusively to its anti-aging products. The gold color schemes that dominate its designs create an impressive premium look that complements the products themselves.

This dedicated focus allows Nuxe to highlight the products’ innovation and naturalness through engaging, rewarding, and informative experiences for customers. The brand offers premium gifts-with-purchase and provides retailtainment with scratch cards, which have proved to be successful icebreakers, and reward customers with a Nuxuriance Ultra sample to encourage the discovery of this range.

This commitment to a high-profile in-store presence for its anti-aging products has continued into 2025 with twelve high-impact anti-aging podiums already implemented in airport locations. Nuxe has also trained almost 700 beauty consultants on its anti-aging products with the beauty consultants briefed to redirect the customer to Super Serum (10) and Exceptional and Eye Cream if the user wants a short and straight-forward routine, and to any other of our anti-aging day cream and night cream if she is looking for a more “specific” action or concerns such as night versus day treatments.

January and February saw high profile podiums and gondolas for Super Serum in CDG and Orly, in Brussels, Frankfurt, Barcelona, Madrid, Milan and Schiphol.

March to May saw retailtainment-led support for Nuxuriance Ultra with our beauty consultants inviting passengers to draw a card featuring a quote, then creating a connection with the NUXE anti-aging ranges to offer product testing and also handing out a sample of the new Exceptional Day & Night Nutriance Ultra, launched earlier this year. The card acted as a feel-good device to keep with them during their journey, showing the word “Exceptional”, to link it with the Exceptional Day & Night Cream Nuxuriance Ultra.

“Our unique expertise in skincare is enabling us to deliver highly effective, natural and sensorially rewarding anti-aging formulations, and the supporting high-profile airport presence that we continue to invest in, is proving incredibly successful in attracting consumers keen to learn about these products. The instructive engagement that they offer is also proving equally effective at converting interest into purchase," says Camille Cordier, Head of Sales Nuxe Global Travel Retail.