If it is present in 15 countries, Melvita mainly sells in France and Japan. However, on the French market, which accounts for 38% of its turnover, “the flood of clean and natural cosmetics brands makes the offering plethoric and the market even more competitive, which can explain the reduced sales volume of organic cosmetics”, explains Nathaëlle Davoust, who has managed the brand for just over a year as the General Manager.
As the number 1 in terms of organic brand awareness on the French market, according to a study conducted by the Bioalaune platform in 2015, Melvita still boasts a few assets. “Thanks to our expertise since 1983, and to our strong popularity, we aim to get one step ahead again and to reconquer our position as a key industry player. To this aim, we have decided to celebrate our 40th anniversary by taking various actions throughout 2023, including unprecedented ones”, says the Manager.
Pharmacies and parapharmacies as the main target
The pharmacy and parapharmacies (OTC stores) channel is at the core of Melvita’s strategy to reconquer the French market: the company aims to be present in 1,000 additional pharmacies by 2024.
Moreover, the brand deployed a team of hosts in its points of sale to (re)establish a dialogue focused on its strong sustainability values (Ecocert certification, Cosmebio labelling, French manufacturing in the Ardèche region, near Lyon, recyclable packaging choices, sustainable harvesting charter, close relationship with producers), but also on sensoriality and efficacy, two other Melvita assets.
Also, the brand is still widely present in specialized organic stores, and it remains an exclusive brand in the Marionnaud selective network.
A national advertizing campaign
To support the launch of its new range, Nectar de Lumière, for the first time, Melvita will deploy an ad campaign on bus shelters, in nine big French cities, starting from April 2023. Meanwhile, the brand will be showcased in the Parisian metro for seven days, with a poster campaign in five stations (Madeleine, Montparnasse, Opéra, Pont de Neuilly, and La-Motte-Picquet-Grenelle), with a view to reach a very high number of contacts (an estimate of 23 million people).
On social media, for its 40th anniversary, the brand imagined a communication approach focused on its loyal customers and its collaborators, who will turn into models specially for the campaign.
A partnership with WWF for the brand’s 40th anniversary
A brand committed to preserving biodiversity since it was founded, Melvita chose to celebrate its 40th anniversary by supporting WWF France in its efforts to protect the marine biodiversity. The company will contribute to the Saving Sea Turtle programme in Guyana and New Caledonia for a period of three years.
This partnership has two main goals: take part in funding sea turtle preservation projects, and raise customer awareness by offering iconic products in limited edition. The Argan Oil, the Argan Bio-Active Cream, and the Intense Organic Rose Extraordinary Water were decorated with illustrations by Lisa Congdon representing a sea turtle in its natural habitat.
Nectar de Lumière: an innovation in the service of radiance
According to the brand, the appearance of dark spots is the third main concern among global beauty consumers. “That is why we have worked so hard to offer them an organic, efficient answer with our new Nectar de Lumière range, whose flagship active is rainbow seaweed. A cream and a serum are already available, and a two-phase water will be launched next June to complete the range”, explains Didier Thévenin, the brand’s spokesman.
The rainbow seaweed extract directly acts on complexion radiance by targeting dark spots to reduce their appearance (-18%, according to a study conducted by the brand). Ultimately, the range does not breach any of the brand’s commitments: the bottle and jar are composed of 40% of recycled glass and 50% of recycled plastic, the packs are made of FSC-certified cardboard, the iridescent seaweed used in the formulas is harvested by hand in Brittany, France, and the serum contains 100% of ingredients of natural origin, and the cream, 99%!