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Companies & industry

L’Oréal’s summer shopping includes a German natural brand and a French thermal station

L’Oréal has announced the signing of an agreement to acquire German natural cosmetics company Logocos Naturkosmetik AG, as well as an irrevocable offer for the acquisition of Holding STRP (Société des Thermes de La Roche-Posay), a French thermal station dedicated to treating dermatological diseases. With these two acquisitions, the French cosmetics giant is strengthening on the two most dynamic skincare segments of the moment: natural and dermo-cosmetic products.

Organic and natural cosmetics

Founded in 1978 by a naturopath, Logocos Naturkosmetik is based in Hanover, Germany and employs about 340 people. In 2017, net sales were 59 million euros across Germany and other countries in Europe. All the company’s brands are vegan and bio certified. The Logona brand covers haircare, hair colour, skincare and hygiene product categories and is found in specialized distribution, mainly organic stores, at a premium price level for the engaged consumers of natural cosmetics. The Sante line of products includes haircare, skincare, hygiene and make-up and is found mainly in mass retail at an accessible price for young and trendy consumers.

All Logocos' lines are vegan and organic.

All Logocos’ lines are vegan and organic.

With this acquisition, L’Oréal plans to expand the sales of Logocos Naturkosmetik brands internationally. The transaction is expected to be completed in a few months after customary regulatory approvals. It is not the acquisition in the natural and organic cosmetics segment for L’Oréal, in 2006 the group had purchased the French brand Sanoflore.

Dermo-cosmetic trend

Created in 1921, La Roche-Posay is a thermal station exclusively dedicated to treating dermatological diseases. The thermal water of La Roche-Posay has therapeutic anti-inflammatory, healing and soothing properties to treat skin diseases (eczema, psoriasis, burn scars and cutaneous side effects of cancer treatments). In 2017, more than 7,500 patients have benefited from the thermal activity, generating 3.6 million euros of sales.

"This acquisition project will enable us to sustain and reinforce the dermatologic position of La Roche-Posay by developing the existing indications and making the thermal station a flagship for the brand," said Laetitia Toupet, International General Manager of La Roche-Posay.

First dermo-cosmetic brand worldwide, La Roche-Posay, which already belongs to L’Oréal, creates skincare formulated with thermal water for sensitive skins. The brand’s key product ranges are: Lipikar (dry skin), Anthélios (photoprotection), Effaclar (acne), Tolériane (sensitive skin) and Cicaplast (skin repair).

V.G.

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