Own brands, a development priority

Building on the successes of its first incursion in the market, using its own brand name with its Bio par Marionnaud range (organic range), launched in 2008, and of its bath products range marketed in autumn 2009, Marionnaud announced the launch of a new range of face and body care products: les soins essentiels de beauté Marionnaud (essential beauty care products by Marionnaud). Reflecting the will of the brand to invest significantly in this direction, the new Marionnaud line, will be backed this time by a real global launch strategy, with a total of 11 countries targeted.

After investing heavy in a network of 1,200 outlets, the company wants to intensify the development of the Marionnaud brand by placing its private labels at the heart of its offer. In doing so, Marionnaud follows the lead of Sephora, the other giant in selective distribution, whose strategy for a masstige offer using its own name turned out to be a real success.

With 35 products and 29 high quality care formulas, Marionnaud intends to provide a complete offer with “a quality leveling the one of major brands” with “extremely competitive prices” (average selling price 10 euros), while allowing consumers to enjoy beauty tips offered by selective perfumery.

The new range, available in shops as of May 25, 2010, features face care products such as make-up removers, cleansers, moisturizers, a range of toners, a body scrub and first wrinkle care tonics, and beauty care products for the body, feet and hands.

The development of private labels allows us to respond to needs that traditional brands cannot deal with. This also allows us to take an interest in market segments, the expectations of which we are aware of, by offering quality products, often cheaper, while increasing our customers loyalty by showing them we are paying attention to their needs”, commented Miek Vercouteren, General manager of Marionnaud France.

Putting forward Marionnaud’s beauty expertise

Another objective of the group: to reinforce its identity by symbolizing it in products bearing its values. With a market share of 27.8% in value at end of December 2009 and nearly 270 beauty parlors in France, Marionnaud considers itself as a care expert.

Hence, the company has imposed on its suppliers very demanding development criteria, with stringent specifications regarding formulation in order to ensure that formulas are allergen-free, paraben-free and with no synthetic mineral oil, and with original or just comfortable galenic forms.

In the end, Marionnaud selected two European manufacturers (Intercosmétiques in France and Intercos in Italy), usual partners for the most prestigious cosmetic brands.

A training program to help beauty consultants

Regarding the quality of advice provided, Marionnaud also seems determined to keep promises which were often not up to the situation in the past, with selective channels. Perfectly in line, in fact, with what stated Miek Vercouteren during the last debate organized by the CEW France.

A training program dedicated to the new skincare range, has been set up. "We want to share with sales consultants and customers tips concerning the appropriate gestures to apply products and turn them into beauty rituals. In France, the program is implemented both in the Marionnaud Academy, and from the e-learning portal where product data sheet and selling tips are offered to consultants", the company said in a statement.

Continuation of the exclusivity policy

Marionnaud has also recently signed its most recent exclusivity with the Danish make-up brand, Gosh, which will be distributed as of the month of May as an exclusivity in 100 outlets.

Earlier this month, the Prize for the 2010 Best men’s fragrance, granted by the Fragrance Foundation France and Marie Claire magazine, was awarded to Jamais Le Dimanche by Egofacto, a brand retailed exclusively by Marionnaud since January 2009.