Baby and Child-Specific Products in France

PROSPECTS

The industry finally shows interest in the 3-12 age bracket

The beauty brands have long been offering a range of care products specifically dedicated either to newborns or teens, their skin problems or their desire for make-up. Yet, the 3-12-year-olds did not seem to interest many actors in the cosmetics industry, as witnessed by marginal shelf space allocated to this age bracket in department stores' beauty and personal care areas, mass distribution and pharmacies.

Falling demographics raise concerns for the category’s growth

The most fertile country in Europe for a long time, France has seen its birth rate gradually drop. This erosion affects all income groups and all regions according to INSEE, the National Institute for Statistics and Economic Studies.

Several factors explain the declining birth rate

Determining the causes of renewed or falling fertility levels is a difficult exercise, as various factors come into play. If the socioeconomic context plays an essential role in the decision to give birth, to postpone it or to give it up, the dynamics of public policies towards the family and childhood also shall be considered.

Manufacturers need to meet parents’ expectations for product safety and naturalness

With parents asking for more transparency in baby and children’s care products, the market dynamics started to change. To cater to this consumer demand, major players have developed special skin care and basic hygiene collections for infants.

COMPETITIVE LANDSCAPE

Mustela leads in baby and child-specific care

Mustela is a personal care brand created in 1950 with the intent to find an alternative product other than soap to take care of babies' skin. Mustela’s cleansing milk was an immediate success.

Rise of smaller players: Nougatine, a creator of candy-scented skin care for children

Caroline Gallois has 25 years of experience as a chemical engineer in the cosmetic industry working in Research and Development for major names in the beauty business, such as Yves Saint Laurent Parfums, before taking charge of the cosmetic laboratories of a large group in the cosmetic chemicals industry. In 2014, she was given the opportunity to create her own cosmetic brand, Nougatine, a natural cosmetic skin care brand for children.

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