L’Oréal Paris has launched Botanicals Fresh Care, its new premium hair care brand inspired by nature. Anne Machet, Deputy CEO International, explained how the brand met new consumer expectations.
|L’Oréal Paris Launches Hair Care Brand Inspired by Nature
Premium Hair Care Brand – Natural Ingredients
Innovating on the hair care market is no easy feat. While it still remains the number-one beauty market, with mass-market products reporting annual growth of 3.3% and representing a potential of €23 billion, the market for hair care has experienced major changes in recent years.
As such, this is the backdrop for the launch of the new Botanicals Fresh Care line.
“Our goal is to offer a premium experience and high-quality products inspired by nature to the largest number of people as possible, especially devotees of a healthy lifestyle – those who, if given the option, would choose their bike over a moped and organic food over junk food – as well as eco-conscious consumers.”
Coming in four versions – coriander, safflower, geranium and camelina
– Botanicals Fresh Care products are the result of several years’ worth of work by the Group’s raw materials sourcing teams, hair research centres, perfumers and packaging engineers.
“We use only raw materials of the very highest quality. All our products are silicone, paraben and dye-free. To replace the silicones, our designers came up with a coconut and soy-based botanical complex to protect the hair without greasiness or heaviness, offering a gentle, natural and light touch.”
Developing care products that incorporate natural ingredients is not the only goal for Botanicals Fresh Care: the brand aims to provide consumers full transparency about its procedures and offer environment-friendly products. For this reason, Botanicals Fresh Care made specific commitments at every single stage of the value chain. From ingredient selection to manufacturing methods, the brand adheres to a demanding set of specifications covering three areas:
- Extraction of raw materials
On the sourcing front, Botanicals Fresh Care promotes sustainable agriculture.
“We are always extremely attentive to biodiversity and are conscious about available volumes. We are mindful about not damaging our sources and are committed to supporting an environmentally friendly, sustainable production.”
Botanicals Fresh Care also keeps an eye on the extraction methods used by its producers. To give a good example, the brand signed a partnership with a cooperative group from the Vendée region of France for camelina production.
“We selected the group because it harvests with great care, applies natural extraction methods without solvents and follows an environmentally respectful storage approach
”, she says.
These selective requirements extend to product packaging as well.
Education and Experience
The challenge for L’Oréal Paris now is to spread the word about its endeavours. Botanicals Fresh Care will post YouTube tutorials and “Meet the Makers” videos. It will also be supported by “Botanicals Addicts
”, a community of local social media influencers. However, the community is not just online. As Anne explains: “We organised an Urban Green Retreat in Paris at the end of January to bring the Botanicals Fresh Care experience to life. Christophe Guinet was there, making art out of product bottles. After all, creating a fun experience is often the best way to get your message across!”
“Botanicals Fresh Care is an exciting new adventure on a market that is reinventing itself. This is why we are setting the bar high and why we want to be a major force in natural hair care. Launched in France, Germany and the UK, the brand will expand quickly to penetrate new continents.”
L’Oréal has devoted itself to beauty for over 105 years. With its unique international portfolio of 32 diverse and complementary brands, the Group generated sales amounting to 22.5 billion euros in 2014 and employs 78,600 people worldwide. As one of the world’s leading beauty company, L’Oréal is present across all distribution networks: mass market, department stores, pharmacies and drugstores, hair salons, travel retail and branded retail.
Research and innovation, and a dedicated research team of 3,700 people, are at the core of L’Oréal’s strategy, working to meet beauty aspirations all over the world and attract one billion new consumers in the years to come. L’Oréal’s new sustainability commitment for 2020 “Sharing Beauty With All” sets out ambitious sustainable development objectives across the Group’s value chain.