According to the opinions of the 200 young girls consulted on a participatory basis for the development of the brand and its range, teens expected “efficient and fun organic products”.
Playful, girly, dedicated, formulated and made in France, and Ecocert-certified, Lady Green managed to conquer young girls’ hearts with a range that now counts about fifteen skincare and makeup products and accessories. Distributed in selective perfume shops, organic stores, parapharmacies, and concept stores, the brand also quickly found itself its own place in beauty salons and abroad. It is present in 12 countries, in particular in Asia, and 60% of its turnover comes from export.
However, the brand plans to reinforce its presence in France, especially on the network of beauty salons, spas, and thalassotherapy centres, where demand is growing fast. This channel is eager to differentiate itself with an alternative product and treatment offering that has proven popular among the younger generation. “There are real expectations for a targeted offering, but also for mother/daughter products sold in pairs, or packages for an afternoon with girlfriends. Our products and price positioning suit this demand perfectly well,” explains Adrien Vinet, the co-founder of the brand with Virginie Vinet and Operations Director. In the middle of 2014, Lady Green counted about 20 beauty salons working as consignees, and it should have 150 of them by the end of 2015. The brand aims for twice this figure in 2016.
A purifying, detoxifying, deliberately short (30 minutes) skincare protocol was developed and will be available as from EUR 25. Beauticians will be able to get products designed for treatments for 15 to 40% less than the selling price, and a book/guidelines will help them provide the treatments and beauty orders.
2016: boys’ turn!
Next year will see many new product launches, including a BB cream and a body range that will be both for sale and available as a treatment, but it will mainly be marked with the boys’ version of the Lady Green concept.
To Adrien Vinet, the possibility of targeting male teens for whom there is no offering is a real opportunity. “As is already the case in Asia, today boys are willing to take care of their own skins, and they do not hesitate to enter beauty salons”, he explains. Of course, the range under development was renamed and will comprise adapted formulas. “Just like for Lady Green, we have adopted a participatory approach and are surveying our future consumers to develop our range, but we already have a name for it. It is a bit harder than for girls, because boys express themselves less easily, but their reactions are promising”, affirms Adrien Vinet.