Wellbeing
This Works: With Sleep Comes Beauty
This Works talks about the brand’s expertise in sleep science, the Superblend that powers its products and why it can drive wider wellbeing category growth in travel retail.
Introduction: When it comes to the science of sleep, few brands are surely as knowledgeable as This Works; a ‘sleep science’ brand which is committed to providing easy-to-use solutions to help its customers improve their sleep and wellbeing.
This Works is available in more than 50 countries and has over 90 travel retail points-of-sale across airports, airlines and cruises. As international travel rebuilds, the brand is now ready to step up its travel retail focus and become more dominant on a global stage.
This Works has partnered with Vincent McDermott and his Irish company TR Partners for its travel retail expansion. The alliance aims to leverage travel recovery and the wellbeing category’s growing trend to expand This Work’s footprint in the channel. In this Q&A, This Works talks about the brand’s ‘sleep science’ USP, its latest developments in travel retail, the growing importance of wellbeing in the channel and the role that This Works has to play in driving wider category growth.
What sets your brand apart from other players in the wellbeing space?
This Works distinguishes itself from its competitors through our approach of developing clean, targeted skincare and wellness solutions that align with the body’s circadian rhythm. We are the original pioneers of the ‘with sleep comes beauty’ philosophy and our products are rooted in science and undergo rigorous testing, including clinical studies and user trials. The emphasis on clean, natural ingredients and exclusive formulation Superblend set This Works apart, ensuring the products are both effective and safe for consumers.
Our bestselling pillow spray was developed 10 years ago. Globally, we’ve now sold nine million units. But it has not been discovered yet in travel retail and that’s why we believe there is a great opportunity in this channel for us.
This Works is available onboard several airlines already and has growing partnerships with Avolta, DFS Group, ARI and Harding+
Can you give us some insight into your recent performance in the channel?
This Works has continued to expand in travel retail and as of today has launched in over 90 duty free locations, seven airlines and two flagship cruises with further roll-out planned globally. Specifically, the brand launched in Avolta’s first wellbeing program – Mind, Body, Soul in the UK at the end of September. Together with the Avolta Stansted team, the brand has launched a wellness station that is engaging 50,000 travellers daily and achieving the best-performing location for the brand.
One of the most exciting developments in travel retail is our debut into bodycare with a range called ‘Perfect’ that will be launching next year.
How do you see the prospects for the wellbeing category and your brands in the channel as travel rebuilds?
As travel rebuilds, the wellbeing category is likely to gain even more importance. Travellers are increasingly conscious of self-care and wellness, making products that align with the body’s natural rhythms and promote relaxation and rejuvenation. This Works is well-positioned to cater to the needs of travellers seeking products that support their overall wellbeing during their travels.
How does your brand, and the wider wellbeing category, appeal to the next generation of travellers i.e., Millennial and Gen Z shoppers?
This Works and the broader wellbeing category resonate with Millennial and Gen Z travellers who prioritise self-care and health. The brand’s commitment to clean, natural ingredients, cruelty-free practices and sustainability aligns with the values of younger generations. Additionally, the science-backed approach and the promise of effective products are likely to appeal to those seeking results from their wellness products.
This Works has sold a pheonomenal nine million Pillow Sprays since its launch
In your view, how can the new world of digital (from Metaverse to Web3) enhance the wellbeing experience?
Digital technologies like the Metaverse and Web3 can enhance the wellbeing experience by providing immersive and personalised wellness solutions. Brands like This Works can explore virtual experiences, such as guided relaxation sessions, interactive wellness consultations, or even virtual product try-outs. These technologies offer opportunities to engage with customers in new and innovative ways, extending the reach of wellbeing brands beyond physical stores.
What are the biggest challenges facing a wellbeing brand such as yourself in travel retail?
Due to the scale of the channel, the biggest challenges for wellbeing brands like This Works are ensuring products are readily available at travel destinations and effectively communicating the brand’s value proposition and product efficacy (even without dedicated staff) to travellers and adapting to changing travel trends. Additionally, competition with other brands in the wellness space and addressing the needs of diverse traveller demographics from a distance are significant challenges too.
What role do you think the health & wellbeing category plays in travel retail? How would you like to see the category evolve as part of the travel retail offer and experience?
The health and wellbeing category plays a vital role in travel retail by offering travellers products and experiences that enhance their wellbeing during their journeys. This category contributes to a more holistic and positive travel experience.
At This Works, we want to see the category evolve by continuing to innovate and offer products that cater to the evolving wellness needs of travellers. Sustainability and eco-conscious practices should also play a more prominent role in the category’s evolution, aligning with our brand values.
The Moodie Davitt eZine
Issue 330 | 22 December 2023
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com