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T his year, TFWA World Exhibition & Conference represents an important milestone in NOUBA’s international journey. It is unveiling a renewed brand identity, a new vision and the beginning of a new chapter for the brand. “Founded in Milan in 1978 by make-up artist Rosy Armanini, NOUBA has always been rooted in colour expertise, creativity and professional performance,” says Mariangela Pangia, Chief Executive Officer, NOUBA. “Today, under renewed Italian leadership, the brand is embarking on a strategic relaunch, combining its heritage with a strong focus on innovation and global development. Our key objective at TFWA is therefore not only to present the new NOUBA, but also to reconnect with existing partners, meet new potential partners and collect valuable market feedback to support the next phase of our international expansion.” Among the new products being showcased are Unica Powder, Multi Functional Stick and Belvedere Mascara. “We are approaching Cannes with an open view and, above all, with the objective of listening to our partners and understanding evolving trends and customer needs,” Pangia explains. “This will help us define what the right travel retail proposals should look like for the coming years. NOUBA already has a strong starting point with the MILLEBACI Travel Kit, bringing together some of the brand’s best-selling and most distinctive products in a format designed for the channel. Going forward, we want to develop more tailor-made proposals for travel retail, combining the strength of our core assortment with products and formats specifically designed for the needs of the channel. The newMulti Functional Stick, which we will present in Cannes, will also be introduced as a travel retail item.” At the heart of NOUBA’s new chapter is a very precise idea of ‘Italian Artistry’. “For us, Made in Italy is not simply a statement of origin, but a way of thinking and creating – bringing together culture, expertise and aesthetic sensitivity, while always keeping the individual at the centre,” says Pangia. “We see make-up as one of the most eclectic forms of contemporary artistry: it draws colour from painting, innovation from research and codes from fashion. Yet its canvas is always the person. And as technology expands the possibilities of beauty, we believe innovation should amplify human creativity, not replace it. This is what Italian Artistry means to NOUBA today: competence, sensitivity and transformation – transforming knowledge and creativity into new expressions of beauty, while giving each individual the freedom to express who they are.” RivieraVillageRC11 NOUBA’s new chapter: A very precise idea of ‘Italian Artistry’ E tat Libre d’Orange is present at TFWA World Exhibition & Conference with a bigger stand this year to cater for more clients and visitors. Key for the brand is highlighting the extension of its collaboration with Gebr. Heinemann, as well as recently becoming centrally listed with Lagardère and Avolta. “We’ll build on the recent launch of ‘Let’s Pretend’ – a Saffron Peach accord that seduced a large number of consumers exposed to it, and the roll out of Uruk Chronicles in our Orange Extraordinaire line – a Strawberry Tonka composition by the highly talented Jordi Fernandez of Givaudan, that did marvels while exclusive at Harrods for a year and is now being introduced worldwide,” says Olivier Mariotti, General Manager, Etat Libre d’Orange. Mariotti explains that, in the niche world, it is not so much about travel exclusive but making sure that Etat Libre d’Orange has the right assortment in the right places to service a demanding and knowledgeable consumer. “Travel retail is extremely important,” Mariotti shares. “It is first the testimony of our brand penetration. It’s also a unique place to service those qualified consumers and to create new interest. It comes as a naturally good addition to our duty paid network and gives us the opportunity to expose the brand to new educated consumers. As we insist to invest into retail design in every door, it also builds brand recognition.” Mariotti adds that niche is a growing segment and it is important to partner with retailers and operators to find the best win-win exposure/locations. “We initiated our presence in Europe, we’re now looking for a roll out in the Middle East when the international situation will settle down. The strength of the brand in Asia also makes it a prime target and zone of interest for us despite its complexity and specificity.” BlueVillageAA9 Etat Libre d’Orange targets new growth across global travel retail Tuesday 29 September 2026 38 T F W A D A I L Y