Mass Beauty and Personal Care in France

PROSPECTS

Mass beauty and personal care continues to decline

For the second consecutive year, mass beauty and personal care posted a decline in current value terms in 2017. Several factors explain this fall.

The organic and natural offer sees accelerated development in mass retailing

In a declining market, organic and natural products are seen as a new source of growth. Established brands such as Yves Rocher, which are based on naturalness, are doing well.

Changes in distribution

In a context in which the mainstream offer is hardly renewed, consumers are moving from hypermarkets and supermarkets to other channels, such as hard discounters and variety stores, which offer the same products at lower prices, whilst other consumers have turned to pharmacies. Pharmacies not only enjoy a high level of confidence amongst consumers, but also have a low-price policy in order to attract mass consumers.

COMPETITIVE LANDSCAPE

Masstige is accelerating

To attract consumers, hypermarkets and supermarkets are expanding their offer with new brands that have a premium positioning, in a strategy of moving upscale and offering exclusivity. Thus, in 2017, the nail polish brand Essie arrived in mass-market retailers, and Sally Hansen entered Carrefour.

The renewal of the L’Oréal Groupe offer

With price wars, promotions and new consumer behaviours, the leaders were hit hardest, and their market shares and/or sales fell. As a result, L'Oréal Groupe with its subsidiaries L'Oréal, Gemey Maybelline Garnier and LaScad Laboratories, is reviewing its product lines, with naturalness at the core of new development.

The launch of natural products

In 2017, the Swedish natural brand Barnängen arrived in France. Private label producers also developed their own organic ranges; the most recent being Monoprix, which launched its own organic skin care line, La Beauté Bio, certified by the French organic cosmetics label Cosmebio, in 2017.

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