Bath and Shower in France

PROSPECTS

Naturalness drives innovation

Buoyed by innovation, bath and shower products continue to record positive sales growth. To meet the expectations of consumers that want to be reassured, brands rely on naturalness and products "without" such as allergen-free, aluminium-free, or paraben-free formulations.

Body wash/shower gel continues to grow

The year 2018 was the year of organic hygiene and beauty care products. Thanks to excellent results in the sector, many brands have declared their willingness to invest in the these products and, indeed, the supply is being strongly diversified.

Bar soap is making a comeback

After years of declining sales, bar soap is recording positive sales growth for the first time since 2010 and is predicted to do well in the forecast period. Supplanted by shower gels, solid soap is trendy again, making a comeback in consumers’ shopping baskets, restoring vitality to the segment.

COMPETITIVE LANDSCAPE

L’Oréal penetrates the organic segment with La Provençale Bio and Garnier Bio

As announced at the end of 2017, the beauty leader was back in force on the organic beauty mass market in 2018. After expanding its deodorant and shower Cosmebio-certified Ushuaia offer, the Consumer Division created a new brand, La Provençale Bio.

Henkel to introduce new vegan beauty range

Whilst L'Oréal is investing heavily in organic, the German group Henkel has also created a label entirely dedicated to organic products, whose codes and packaging resemble those of small pioneering brands. For its first 100% organic brand called NAE (Naturale Antica Erboristeria), Henkel has opted for radically different codes from those of its traditional brands like Fa or Diadermine.

Innovation in distribution strategies

A wind of innovation blows over cosmetics distribution in France. This is the bet that Casino and L’Oréal made by launching Le Drugstore Parisien.

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