L’Oreal, recognizing the appeal of natural skin care products in Australia and across the world, is rolling out organic skincare treatments at its Garnier brand, as part of its attempts to improve sales in its mass market unit, which has been experiencing some sluggish.
The French beauty firm has been investing in endeavours like bio-friendly ointments and the like to get their slice of a fast-growing niche that’s still dominated by small, specialised companies that have a headstart on larger rivals.
The launch is also part of their efforts to revitalize the group’s consumer products division, which has been lagging a bit, especially in comparison to thriving luxury brands like Lancome. The division has faltered even as its Maybelline make-up and L’Oreal Paris labels do well across the world. Garnier is the third major pillar of the company, but it’s been struggling due to a lack of new ranges and the problems it ran into breaking into the tough Brazilian market.
The organic range contains products like anti-ageing creams made from a derivative of lavender, and lemongrass face cleaners, and is set to hit shelves in France and Western Europe sometime early 2019, L’Oreal stated on the matter. With the demand for natural skin care products in Australia and across the world, there have been questions whether the range will be exported further, but the beauty firm made no comments on the matter.
The beauty firm, which also launched an entirely new organic cosmetics range, La Provencale, in October. This new range is aimed at the French mass market, with prices for these ranges capped at 10 euros.
Consultancy firm IRI stated that while organic products only make up under 2% of the French cosmetics market in 2018 to the end of September, unlike the market for natural skin care products in Australia and other countries, it’s one of the fastest growing segments in the industry.
The beauty industry saw global sales for organic cosmetics going up by 35.4% over that time period, while the broader beauty and hygiene market saw a drop of 1.4%. Consumers are growing increasingly wary of chemicals in their beauty products, and they also have more tools at their disposal to find brands that can sate their needs.