85 854
Fashion Jobs
BLOOMINGDALE'S
Merchant Operations Analyst
Permanent · NEW YORK
CROCS
Director, Service Management And Observability
Permanent · BROOMFIELD
CROCS
Supervisor, Distribution Center
Permanent · LAS VEGAS
QVC
td/Director
Permanent · WEST CHESTER
BUCKLE BRANDS
Womens Buying Support i
Permanent · KEARNEY
ALEXANDER MCQUEEN
Alexander Mcqueen Operations Manager, Saks NY
Permanent · NEW YORK
WILLIAMS SONOMA
Assistant Site Manager – Williams Sonoma
Permanent · SAN FRANCISCO
TIFFANY & CO
Branch Security Officer- South Coast Plaza
Permanent · COSTA MESA
OLD NAVY
Assistant General Manager, Merchandising - Pheasant Run Plaza
Permanent · CHICO
OLD NAVY
Assistant General Manager, Merchandising - Merrimack Premium
Permanent · MERRIMACK
ATHLETA
Assistant General Manager - 18th & 5th
Permanent · NEW YORK
OLD NAVY
Assistant General Manager, Merchandising - Arizona Mills
Permanent · TEMPE
GAP
General Manager - Philadelphia Mills
Permanent · PHILADELPHIA
OLD NAVY
General Manager - Shops at Waldorf Center (New Store)
Permanent · WALDORF
OLD NAVY
Assistant General Manager, Merchandising - Triangle Square
Permanent · NEW YORK
OLD NAVY
Assistant General Manager, Merchandising - Northgate Mall
Permanent · CHATTANOOGA
OLD NAVY
General Manager - Coosa Town Center
Permanent · GADSDEN
OLD NAVY
General Manager - Upper Valley Plaza
Permanent · LEBANON
ATHLETA
General Manager - Issaquah Commons
Permanent · ISSAQUAH
ATHLETA
General Manager - 2nd And Pch
Permanent · LONG BEACH
BANANA REPUBLIC
Assistant General Manager - Home
Permanent · TROY
OLD NAVY
Director, CRM, Marketing
Permanent · SAN FRANCISCO
Translated by
Nicola Mira
Published
Oct 5, 2018
Reading time
2 minutes
Download
Download the article
Print
Text size

L’Oréal launches organic skin and body care brand La Provençale Bio

Translated by
Nicola Mira
Published
Oct 5, 2018

Launching an entirely new brand is quite a rare event for the L’Oréal group, which is more used to buying beauty labels rather than creating them from scratch. In 2018 however, the world’s number one cosmetics group has stepped up the pace by launching three new brands: Seed Phytonutrients, a natural-ingredients-based brand chiefly targeted at the US market; House99, a men’s grooming brand created in partnership with David Beckham; and the latest to date, La Provençale Bio.


The shower gel range by La Provençale Bio - Instagram @laprovencale_bio


La Provençale Bio is positioned in the organic beauty segment, and is being introduced in mass market distribution in France. In 2017, the organic beauty segment in France was worth €480 million and grew by about 7%, well above the growth rate of the ‘conventional’ beauty market. “We have seen the market for organic products boom in the food sector, but the trend is still in its infancy in beauty, where demand is still higher than supply,” said Raphaëlle Sabran-Egasse, marketing general manager for the consumer products division at L’Oréal France.  

La Provençale Bio’s launch will be supported by a TV advertising campaign until the end of the year. The brand is certified organic, with Provence-sourced extra-virgin olive oil, rich in polyphenols and Vitamin E, at the core of its formulas. The entire range, currently featuring 12 products, from anti-ageing cream to deodorants and shower gels, is produced by L’Oréal’s French factories. La Provençale Bio is proud of its local roots, emphasising on the labels that its products are made in France (‘Fabriqué en France à Flers’).

The L’Oréal group has further heightened its local community engagement by partnering the Miimosa crowdfunding platform, which promotes organic agriculture in the Provence region.

To launch La Provençale Bio, L’Oréal has tapped the expertise of Sanaflore, an organic beauty brand it bought in 2006, which is now part of its active cosmetics division. Indeed, L’Oréal’s mass market brands are increasingly going organic, as for example some of the group's other labels, like Mixa, Cadum and Garnier

Copyright © 2024 FashionNetwork.com All rights reserved.