[ANTI-AGE]
[L'Oreal - #1 Worldwide]
L’Oréal is the market leader of the anti-age segment with 38,7% market share in value in 2010, followed by Diadermine (25,5%) and NIVEA (20,1%). The cosmetic manufacturer has built a strong product range over the years specified in the following several sub categories (Anti-Wrinkle, matt complexion, age spots and sagging skin) ranked by age:
From Age 30: Code Jeunesse
- The Youth Code Range ("Code Jeunesse") was launched in 2010 and aimed at creating a strong brand for the 30's women segment. These products aim at rejuvenating skin care which activates skin to recover from external aggressors and stress.
From Age 50: Age Perfect
- Age Perfect and Perfect Intensive: Special product for menopause skin to reinforce hydration, fighting sagging skin and age spots
- Age Re-Perfect: Product with Pro-Calcium for very mature skin which loses density, becomes drier and more delicate over the course of time. The product helps to retain moisture to better nourish the skin and decrease wrinkles, age spots and sagging.
Source: http://www.loreal-paris.fr/_fr/_fr/home/index.aspx
Source: http://www.loreal-paris.fr/_fr/_fr/home/index.aspx
[Diadermine - Sucess Story of a small laboratory]
Diadermine is high-performance skincare developed by dermatologists that assures visibly younger looking skin. This brand has a French origin and was formed in 1904 in Paris. Nowadays, this brand is part of Henkel and the second best-seller after L’Oreal for anti-aging skincare in France.
An expert of skincare
Diadermine positions itself as an expert skincare brand, based on natural ingredients, the latest scientific research, tolerant for sensitive skin with affordable prices. Diadermine represents a scientific approach for the highest quality of skincare products.
The brand values are expertise, quality, proximity and innovation.
The target group for the anti-aging line of Diadermine are woman of 30+ years ranging from business women to housewives.
The slogan for this brand is: Because you only have one skin. (Parce qu'on n'a qu'une seule peau). This implies that because your skin is valuable you have to treat it the best you can. The only answer for quality treatment of your precious skin is by using Diadermine. The skincare products are suitable to use on sensitive skin and all products have been certified as especially allergy friendly by ECARF (European Centre for Allergy Research Foundation).
Diadermine is the first and only skincare brand that has received this certification. Consumers appreciate the high quality of products, as they are comparable to products in the pharmacy but have an affordable price.
Diadermine is the first and only skincare brand that has received this certification. Consumers appreciate the high quality of products, as they are comparable to products in the pharmacy but have an affordable price.
The skincare products of Diadermine are focused on the anti-aging needs of the customer and the latest scientific skin research are all at the heart of the product development. Women of 30+ years are the group which have the highest demand of skin-care products in this segment.
The anti-aging product lines of Diadermine are:
1. Lift +
2. Wrinkle Expert 3D
3. Age Excellium
4. Dr. Caspari
In January 2011, the brand also launched an organic range, Diadermine Bio Expertise
For more details see our article on organic cosmetics
Source:
http://www.henkel.com/cps/rde/xchg/SID-1BA6BDFA-AF844632/henkel_com/hs.xsl/skin-1957.htm?iname=Diadermine&countryCode=com&BU=cosmetics&parentredDotUID=null&redDotUID=0000000GHJ&brand=0000000GGS¶m1=000001FFZO http://www.diadermine.be/homepage.php [ANTI-AGE - NIVEA]
Nivea was the first brand to launch a product for 70 & + (NIVEA Vital,1994). The anti-age cream which was sold the most worlwide belongs to Nivea (NIVEA Q10, 1998). NIVEA has a wide product portfolio, it offers products for women from 30 to 70 &+. Each segment has its own range (see graph below).
With the slide below you can view the traditional organization of an anti-age range: in general the day cream is the star product of the range as it represents between 40 & 60% of the range turnover. Other products like the night cream, roll-on eyes or others extensions are here to answer secondary needs.
[Strevectin - Glance at a premium anti-age brand]
Strivectin is a prestige skin care company focusing on clinical anti-aging skin care solutions. Their product lines are quite progressive and the company is considered a pioneer in skin care technology and innovation. The products are supported by scientific evidence and rigorous clinical validation.
The most popular product of Strivectin and a bestseller worldwide is Strivectin-SD® Intensive Concentrate. This cream has a dual-use for both stretch marks and wrinkles. This repair cream is often associated with the start of the cosmeseutical skin care category.
The company was founded in 2002 and their first product was Strivectin-SD® stretch mark cream (starting at a price of $59). By chance, this product became the anti-wrinkle phenomenon. In 2004 this product was launched in the French anti-aging skincare market through the flagship store of Sephora . After its launch, it quickly took over the anti-aging and rapidly became the number one selling skincare product in Sephora. In a skincare study with a panel of 264 French woman it was rated as the best anti-wrinkel cream and left brands like Dior and Chanel far behind.
The Strivectin success story
When the product was first introduced, it was well known for its visible ability to reduce stretch marks. The fact that the product later on became a best-selling anti-wrinkle cream was dumb luck.
When the samples of Strivectin were first handed out to consumers the tube was marked as ‘topical cream’. As this name did not really state the function of this cream people started to use it as a moisturizer. The company soon began to receive positive feedback from customers who claimed to look 10 years younger. The product turned out to contain a key wrinkle reducing property, the ingredient was oligo-peptide. As a result, Strivectin-SD is now used for wrinkles and replaced expensive medical treatments to reduce wrinkle-lines. The success of this product goes as far as professionals recommending Strivectin alongside of cosmetic surgery such as Botox.
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