E.L.F cosmetics to stop distributing products in France
Founded in 2004 in the United States, the brand Eyes Lips Face (E.l.f.) will no longer be distributed in France, the Netherlands and Belgium. The French branch of the cosmetics brand took to Instagram to make the announcement.
On a post titled "Bye", E.l.f. France explained the reasons for this decision: "A price policy in continuous increase, less and less new products available for the French market, strategic biases, the parent company, not in line with our and your expectations ..." As for example, the end of products at 1€, at the origin of the brand’s success.
Its website, as well as the brand's only boutique, which opened in Aix-en-Provence in 2015, will have discounts until stock is sold out. Meanwhile, the store in the south of France, reached by phone, will stop to market brand products, but did not speak of a closure since a new project is expected to launch within a month.
E.l.f., like NYX or Kiko, operate within the low price cosmetics segment. But NYX, which was bought by L'Oréal in 2015, and Kiko, property of the Italian Percassi, are backed by groups that allow them to make the necessary investments to multiply store openings.
Elf, whose owner TPG Growth became the majority shareholder in 2014, failed to negotiate its potential in France to challenge these two brands.
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