[A GREEN BEAUTY]

45% of French households bought a non-food organic product in 2010. 

However, only 26% of French housholds have bought an organic cosmetic product in 2010. This 'green' trend shows that the consumption of these products have high potential for growth. 

The main actors of the skincare market understood this and they all launched a new range: Mixa Bio (June 2010), Garnier Bio Active (September 2010), NIVEA Pure & Natural (November 2010), Diadermine Bio-Expertise (Janvier 2011)

First, let's underline the difference between “Natural” and “Organic”. Many brands always play on the significance of words and use it as a marketing tools.

“The term natural has a broad meaning. According to government labeling requirements, "natural" means that an ingredient has not been significantly altered from its original state, nor has anything been removed from it (with the exception of water), nor have other substances been added to it.”

A product can be called organic if it has certification seals, and eco-labels on its packaging. In France “Ecocert” and “Cosmebio” are the labels you need to certify that your product is really organic. 

You can find below 2 TV ads, one for NIVEA Pure & Natural ( a non-organic product) & one from Garnier Bio-Acitve (an organic product). If this two adds use the same natural background, Garnier emphazises in its certifications.

Diadermine Bio Expertise - the new born of organic face care

The newest range of skincare products is BIO expertise, this is highly effective anti-aging face products based on natural ingredients. The "Laboratoires Diadermine" created this effective anti-wrinkle line with 99% ingredients from natural origin. This skincare line includes the following anti-aging components:

1. Organic Plant Retinyl. This ingredient functions in a similar way as Retinol, it smoothes from inside.  2. Grape Viniferol. Thus substance reinforces the vitality and self-regeneration of cells - for a firmer and younger looking skin.The Bio Expertise range does not contain any paraben, ethanol, synthetic polymers, paraffines, silicones, synthetic colors, synthetic perfumes or any PEG.

So far, Bio Expertise is only available in France.


Source : http://www.ecocert.com/, /www.cosmebio.org/, http://www.cosmebio.org/fr/produit-cosmetique-biologique-ecologique/diadermine-bio-expertise-soin-jour,1922.html , http://www.garnier.fr/_fr/_fr/bio-active/index.aspx?gclid=CKLnqJmij60CFfMntAoduizXXQ, http://www.nivea.fr/Les-Produits/sets/Pure-Natural , http://www.mixa-bio.fr/

[MARKET PRESENTATION]

First, let's take a look at the market situation:

As you can see below, the skincare care French market is facing a delicate situation as volumes are still growing while the market value is decreasing, this situation could be explained by decreasing prices.

The face care market doesn't follow the hygiene-beauty market trend: The hygiene-beauty market grew by 1% in 2010, boosted by men care or haircare products. The skincare market however shows a negative trend (-0,9%) but not as much as the bodycare market (-4,2%). The sun care market suffered in 2010 of bad weather conditions but is still growing on a medium-term basis.

 As you can see below, the face care market could be divided in 4 segments, each one answering special needs of French women:

The anti-age segment (most valued segment) represents 43% of market value, followed by washing products (least valued market) that represents 35% of market value

Moisturizing products (13% of MS) & Young Skin products (9% of MS) are the 2 other segments.

Each segment faces different trends: 

Both the anti-age & the washing segments are growing in volume while prices are decreasing; the moisturizing segment is the only one to grow both in value and in volume. Finally the young skin market faces a tough situation with a significant decrease in volume.

Here is a video that summarizes the market description:

All figures are from IRI - 2010 & Datamonitor