Nuxe 2024 performance delivers double-digit growth in travel retail

Nuxuriance Ultra (3R); Nuxe took its sustainability commitment even further last year by keeping the use of cardboard and plastic in Nuxuriance Ultra packaging to a minimum
2024 in travel retail saw double digit sales growth for Nuxe, a record year for the scale and impact of its animations and one full of new product innovations. Last year, the group also displayed its continued commitment to the production of sustainable formulations and packaging.
Underpinned by building strong operator partnerships, it consolidated its already powerful presence in Europe and further developed its business in Asia Pacific. Nuxe is now present in travel retail in 52 countries, with its number of duty free doors increasing from 480 to 543 including 470 in airports, 15 downtown, 40 with airlines and 16 with cruise and ferry lines.
In terms of product launches, 2024 was a year of significant developments for Nuxe. The company entered the haircare category with the release of Hair Prodigieux, which uses its expertise in botanical oils to create a new generation range consisting of four products that together provide a complete four-step routine for all hair types. Its success in local markets was almost immediate and in France Nuxe quickly entered the list of top 10 haircare brands.
Other new product highlights of 2024 include the launch of Nuxuriance Ultra Alfa [3R], a range of six new anti-aging products and the introduction of Huile Prodigieuse® Or Florale to the iconic Huile Prodigieuse range of dry oil products. Nuxe also continued to drive growth of its groundbreaking anti-aging Super Serum [10] with new activations and a bigger Super Serum [10] bottle size. An outstanding innovative formula, Super Serum [10] is the perfect integration of Nuxe’s expertise in botanical oils and formulation research and its most potent premium skincare innovation. Already selected for 13 prestigious awards in France and internationally, today Super Serum [10] is the number one face serum for NUXE with one bottle sold every minute.

Nuxe Podium CdeG Huile Prodigieuse Or Florale
Travel retail exclusives
Nuxe's travel retail exclusives continue to play a significant role in attracting travelers to its range of products; for example, its inflight travel retail exclusive Huile Prodigieuse Collector, with the Paris Skyline design on the bottle, remains a great success.
Updates to Nuxe's travel retail exclusives kept pace in 2024 with its latest formulations and products. A new addition to the assortment saw the inclusion of a duo of 30-ml bottles of Nuxe Super Serum (10) whilst the three products in the original My Anti-Aging Program TREX set were all replaced with the new Nuxuriance Ultra Range product so travelers can now access this very latest anti-aging skincare formulation in an exclusive three product pack. The Nuxe Huile Prodigieuse Duo were updated with a new-look outer pack design, as were the four Nuxe Travel pouches, with sustainable packaging materials composed of linen (26%) and with 74% of the plastic elements being made from 100% recycled plastic. Nuxe also included a product description leaflet, in recycled paper, to replace the back of pack cardboard on which this information was previously printed.
Finally, the group added two new products, Mini Hair Shampoo 50-ml and Mini Sun Spray SPF50 for Body, to its Beauty to Go offer, a convenient, travel-size range which has been very successful in extending its in-store presence by targeting customers with impulse purchases at different touchpoints in the store, such as the approach to payment.

Nuxe Podium Huile Prodigieuse Florale Sanya
In-store experience
2024 saw a major refit of Nuxe's in-store furniture and a wide-ranging program of tactical activations across nine major European airports including a large super-premium podium at Charles de Gaulle Terminal 2E and at Orly Airport Terminal 3, a nine-square-meter pop-up, its biggest ever in travel retail.
The company also took to sea with Huile Prodigieuse Or Florale onboard Brittany Ferries and, on the other side of the globe, Huile Prodigieuse Florale was supported during the early summer with a podium in Sanya, Hainan. As a result, it dramatically enhanced the quality and extent of its in-store visibility, demonstrated its expertise in skincare, and presented new products to show potential customers that Nuxe is now much more than its iconic Huile Prodigieuse dry oil product.
As a champion of eco-design, Nuxe took its sustainability commitment even further last year by keeping the use of cardboard and plastic in Nuxuriance Ultra packaging to a minimum. Other key sustainability features for Nuxuriance Ultra include being vegan compliant and being able to certify the authenticity, safety and quality of our ingredients through the DNA traceability and authenticity verification agency DNA Gensee.
Huile Prodigieuse® Florale and the Hair Prodigieux collection are also vegan compliant. Huile Prodigieuse® Florale is created with 96% ingredients of natural origin, including seven 100% botanical oils and the Hair Prodigieux collection is also silicone-free and formulated according to Laboratoire NUXE’s clean charter.
“2024 was a year of exceptional success for us as we continue to use travel retail as a window to build our premium brand reputation by offering genuinely effective products of the highest quality. Products that deliver measurable, tangible performance along with sensorial pleasure, and that demonstrate our continued commitment to responsibly packaged products and to only creating product formulations using sustainably sourced natural ingredients.
"Along with exceptional products, a key driver behind our business growth in travel retail has been our increased investment in our in-store presence with a record number of activations, more than half as many again as in 2023, including 17 Huile Prodigieuse animations and the installation of 40 podiums. We also conducted 40 GWP campaigns, a significant increase over the 25 we conducted in 2023, and deployed 2,200 Beauty Advisors in 90 locations, more than double the number that we deployed in 2023. Great support from our retail partners, with whom we also engaged at key trade shows, has also been a key driver for us. This all combined to create a dynamic business momentum and strengthened partnerships, which we believe will help further accelerate our progress in 2025, when we will introduce more new products and deliver further great in-store activations,” says Elodie Brunner, Nuxe Head of Export & Travel Retail.