Created seven years ago, the Brazilian brand of the L’Occitane Group recently launched its first range for children. The brand’s aim is to increase the average spend from loyal customers and to attract new buyers.
"It was time to tap into a category that was not yet part of our portfolio," said Victoria Gallo, marketing director for L’Occitane au Brésil.
According to Mintel, Brazil is the third largest market for children’s cosmetics, accounting for 5% of global sales. The growth of the market is mainly driven by bath and toilet products.
Dubbed Bagunça, L’Occitane au Brésil new children’s range is aimed at 03-08 year olds and includes shampoos, liquid and bar soaps, cologne, conditioners, etc.
"We looked for fun formats and innovative textures, such as for the Geleca soap and hair and body mousse, to make bathing even more special," added Victoria Gallo.
In line with the brand’s philosophy, the range features Brazilian ingredients, in particular Bacuri butter, derived from a fruit that is popular in North of the country, known for its moisturizing and protective properties for the skin. The range is formulated with 90% natural ingredients and is hypoallergenic.
“Even in the current difficult context, Brazil continues to be a key market for the L’Occitane Group, which markets its brands L’Occitane in Provence and L’Occitane au Brésil in the country, and where the group operates its first factory outside France,” says the marketing director. "We will continue to invest in Brazil," she concluded.
