For this new line, Marionnaud chose an original environmental positioning that was not really prevalent on the French cosmetics market so far, since "natural" there was more or less understood as "organic."
Natural cosmetics
Actually, the Marionnaud Nature skincare range claims at least 90% natural ingredients (fruits and flowers) and an environment friendly manufacturing process. But it is not an organic line and its natural claims are not certified by an independent third party, as it was becoming usual.
The products are free from parabens, silicone and synthetic dyes and, with the exception of shea butter, their natural ingredients (calendula flower, cherry blossom, clover blossom, cassis, physalis, etc.) are produced "locally", i.e. in Europe. Also for environmental reasons, the retailer has selected European production sites (Alban Muller in France and Hampshire Cosmetics in the UK) for their performance and with the aim to optimize the carbon footprint of products sold in its European outlets.
While in 2008, its first private label line was certified organic, the beauty retailer is opting for another radical choice today by making natural and environmental claims but getting rid of certification. A choice that Marionnaud explains by its will to address "the growing needs of customers increasingly aware of environmental issues," but who are not ready to "sacrificing the quality of their cosmetics and the part of dream of beauty rituals." In short: sustainable development, and pleasure, rather than organic.
More attractive outlets
With this new range of 15 products (makeup removers, cleansers, moisturizers and well-being) for the face and the body, Marionnaud intends to strengthen the attractiveness of its outlets.
"60% of the French never push the door of a perfumery shop. Actually, we are launching our own line of products in order to increase the accessibility of skincare products sold in perfumery shops. We want women and men to discover a shopping experience made of attention and advice,” says Fabrice Obenans, Marketing Director at Marionnaud.
As for other Marionnaud private label brands (Bio by Marionnaud, launched in 2008, Les Essentiels Marionnaud, launched in April 2010, Swiss Apple Formula and Marionnaud Men, launched in 2011) products are unsurprisingly offered at quite affordable prices (from 4.90 to 14.90 euros).
In 2012, Marionnaud private label skincare products accounted for almost 20% of the retailer’s sales volume. However, this is significantly lower than for its two main direct competitors in the French market, Nocibé and Sephora, which have invested more in this area when Marionnaud chose to focus on major brands. “Customers are increasingly mobile and can opt for a retailer’s brand skincare while succumbing for a selective item at the same time. Our role as a retailer is to support this freedom,” says Fabrice Obenans.
Marionnaud Nature new skincare range for the face and the body will be on sale as of March 21, 2013 in 288 stores (out of 1,100 Marionnaud outlets in Europe) and on the site marionnaud.com.
