How B&S helped Naïf break into the Travel Retail sector
Breaking into a specialty market is never easy, even for successful brands. You need an experienced partner who can navigate all the logistical complexities of this new environment and deliver an integrated brand strategy. And when official credentials such as B Corp Certification are at stake, it is also necessary to maintain strict social and environmental standards. By partnering with B&S, Naïf knew it could enter the Duty-Free and Travel Retail market with speed and confidence. And all in line with its mission and values.
Naïf started as a skincare brand for babies and children, founded by two dads in the Netherlands in 2013. Naïf philosophy is simple: do good. This means making skincare products with the best natural ingredients, while avoiding microplastics, silicones, SLES and mineral oils. Simply put: products that are good for you, and less harmful for the planet. Over time, the brand started to develop personal care products for the whole family, so everyone can take care of themselves without worry and leave the world a better place than they found it. As a proud B-Corp certified company, Naïf is committed to social impact, responsibility, transparency and sustainability.
The Dutch brand is expanding rapidly. When Naïf approached us, their products were already on the shelves of well-known concept stores, drugstores, children’s stores and even high-end boutiques in many European countries. But when your mission is to change the world of personal care, you don’t stop there.
Unlocking a unique market
Having established a strong foothold in domestic markets, Naïf decided to scale up with a further move: entering the Duty-Free and Travel Retail (DFTR) arena. The brand realised that there were few personal care products in this market that were committed to protecting both consumers and the planet. But breaking into specialty markets can be a challenge for any ambitious business.
For Naïf, in addition to seeking a quick and effective positioning of its products, there were other considerations. Travellers—especially those with young children—are always well prepared when on the move, so knowing what would influence them to buy their product was essential. Plus, their sustainable credentials had to be highlighted in order to reach or win over conscious consumers.
B&S could help on all fronts. The holistic and digitised approach of our solutions helps brands reach and connect with their target consumers, meeting and simplifying all their needs throughout the entire supply chain. We also bring together extensive experience serving and pioneering the Duty-Free and Travel Retail market, in its different channels and including our own retail stores. Besides, following the commitments set out in our Sustainability Strategy 2030, we prioritise the representation of brands and products based on sustainability accreditations. It was an ideal match.
A strong start to a long-term partnership
Growing brands means getting involved to the fullest. As such, a dedicated team was established within Signature Beauty, a B&S-owned label. With ambitious growth plans for the future, the first move was bringing Naïf and its mission to this new market in an effective and planned way.
In close collaboration with Naïf, we developed a brand and product strategy adapted to the market. This included consumer insights, product range optimisation, pricing, target segmentation, product placement, in-store activations and after-sales support.
Early results
Customer and market insights
An in-depth understanding of Naïf’s consumer in the DFTR market - travellers who want the best for themselves and loved ones - was achieved, as well as the connection of the brand's purpose with the purchasing drivers and seasonalities of this market.
Speedy access to a specialty market
Naïf's care products were quickly placed at the right price points and positions in various European airports, such as Eindhoven, Bremen and Rotterdam-The Hague. As such, brand presence and product sales in the new market took off instantly.
Increased visibility
We activated dynamic and fun in-store campaigns in strategic locations, connecting with both little and grown-up travellers.
Category and consumption moments expansion
The approach was so well received that within a few months a new product category, sun care, was being offered to consumers. New purchasing drivers including gifting, travel-sizes and seasonalities, such as sun care for the ski season, have also been developed.
Smooth access to conscious consumers on the move
B&S’s speciality market and industry know-how, combined with our focus on sustainable brands, provides Naïf with an ideal strategic partner to achieve its next stage of growth. Today, just one year after the partnership was formed, the Dutch brand has reached a new audience in Travel Retail with more than one category. All while continuing to drive its promise to help all parents take good care without worry.
