L’Oréal plans to develop the small dermo-cosmetics brand Saint-Gervais Mont Blanc into a spa brand available “at an affordable price for consumers around the world,” said Jean-Paul Agon, the group’s CEO last week.
With an annual turnover of 3 million euros, this brand was acquired by L’Oréal last year. Saint-Gervais Mont Blanc is the smallest brand ever bought by L’Oréal to date. However, it has a “tremendous potential”, said Jean-Paul Agon.
Saint-Gervais Mont Blanc is one of the 11 French thermal springs that are “recognized for their dermatological benefits”, and its name is ideal for a global development: “The Mont Blanc is like the Eiffel Tower, its is known by all consumers around the world,” said the CEO.
In addition to the brand license, L’Oréal also bought operating rights of the Saint-Gervais-les-Bains the spa resort located in the French Alps. However, the group does not plan to develop any form of large-scale spa business, Agon said.
Dermo-cosmetics is already a strategic division of L’Oréal, with other spa and thermal brands such Vichy and La Roche-Posay, which are sold mainly in pharmacies and parapharmacies.