×
75 642
Fashion Jobs
JCPENNEY
Asset Protection Associate - Plaza Bonita
Permanent · National City
JCPENNEY
Sales Floor Supervisor - South Park Mall
Permanent · San Antonio
JCPENNEY
Asset Protection Associate - Alderwood Mall
Permanent · Lynnwood
JCPENNEY
Sales Floor Supervisor - Washington sq
Permanent · Portland
JCPENNEY
Sales Floor Supervisor - Great Lakes Mall
Permanent · Mentor
ON RUNNING
sr Financial Analyst - Commercial Finance
Permanent · PORTLAND
ON RUNNING
Finance Systems Specialist
Permanent · PORTLAND
REISS
Area Visual Manager- South East
Permanent · MIAMI
URBN
Anthropologie Visual Merchandising Manager
Permanent · NEW YORK
URBN
Free People Assistant Visual Manager
Permanent · MIAMI
URBN
Free People Merchandise Planner
Permanent · PHILADELPHIA
SACK OFF 5TH
Asset Protection Investigator
Permanent · RIVERHEAD
BANANA REPUBLIC
Manager, Marketing Operations
Permanent · SAN FRANCISCO
OLD NAVY
Asset Protection Service Representative - Shops at Bruckner bl
Permanent ·
GAP INC.
sr Analyst, Finance - Forecast & Budget (Remote)
Permanent · ALBUQUERQUE
OLD NAVY
General Manager-Arsenal Yards
Permanent · WATERTOWN
CROCS
Crocs: Retail Area Manager Boston, ma
Permanent · BOSTON
NORDSTROM
Asset Protection - Agent - Midtown Mall Rack
Permanent · Anchorage
BLOOMINGDALE'S
Asset Protection Visual Security Officer, Part Time - Glendale
Permanent · GLENDALE
MICHAEL KORS
Part-Time Sales Supervisor, Fresno, ca
Permanent · Fresno
TJ MAXX
lp Detective-Southland
Permanent · Miami
HOMEGOODS
70118-lp Detective
Permanent · Birmingham
Translated by
Benjamin Fitzgerald
Published
Dec 13, 2017
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Henkel Beauty Care France rethinks range to plug leaking sales

Translated by
Benjamin Fitzgerald
Published
Dec 13, 2017

The health and beauty section of hypermarkets and supermarket in France continue to be a grizzly area. Since the start of the year, sales in value terms for cosmetic products have slipped 2.5% across major retail networks, a 2.65 billion euro dip, according to research company, IRI. The decline has been caused by the dominance of other retail channels, most notably e-commerce and discounters. But, it's also the result of an overall drop in consumption as shoppers want to make more sensible purchases and turn toward safer beauty products. 


Henkel


"The beauty market is difficult, but its future remains a flourishing one, especially digitally. We have to understand these new rules and codes," explained Delphine Eldin, head of marketing for Henkel Beauty Care France, which - since the start of the year - has seen its market share drop 0.4% across hypermarkets and supermarkets to 9.3%. In a bid to reboot sales and increase attractiveness across its beauty lines within major retailers, the German group, which owns Fa, Schwarzkopf and Diadermine, has had to rethink certain aspects of its collections. 

To appease the desire for safer products, in 2018 Henkel will position itself in the 'Free From' segment, offering products that are free from harsh ingredients such as polymers. Schwarzkopf, the fourth largest haircare brand in France, will release in January a new collection called Beology, made up of 14 products comprised of marine elements without the use of sulfates, silicon or parabens.

Henkel will also focus on being more natural, most notably with Barnängen, the Swedish brand founded in 1868, which the group has owned for the last two years. Sold in France since October in a partnership withe supermarket Monoprix, the brand, which is inspired by Nordic treatments and signature Swedish ingredients such as oats, elderflower and blackberry, will expand its distribution beginning in January.

But the group also wishes to attract new consumers, in particular within the skincare segment where sales have dropped by 2.9% and consumer numbers in France have declined 350,000.

To combat this, Henkel will release in January, Hydralist; a new line under Diadermine, which targets the highly coveted millennial crowd. Also worth noting is Henkel's targeting of men in the beauty arena for next year too.

Copyright © 2023 FashionNetwork.com All rights reserved.