In the wake of the recent acquisitions of several leading international suppliers - C+N Packaging in October 2014 and Topline Products at the end of January 2016 - Texen not only strengthened its industrial capacity and international presence, but also greatly diversified its skills.
Trading and full service
With a turnover forecasted to exceed 200 million euros in 2016, more than 1,500 employees, 11 industrial facilities and 4 commercial offices on 3 continents, Texen now ranks as the world’s 3rd supplier of plastic packaging solutions for cosmetics and fragrances. The company generates 70 to 75% of its turnover in the makeup category, the rest being shared equivalently between skincare and perfumes.
Since 2013, Texen has its own in-house innovation team - called TexenLab - with a 250 m2 laboratory equipped with its own dedicated machinery and its a Fab Lab. The integration of Topline Products brought Texen a broadened industrial footprint, with additional factories in the US, Mexico and China. The acquisition also brought trading and full-service capabilities as well as a solid network of partner companies and enhanced communication and marketing capabilities.
Addressing all types of demand
Thanks to these new assets, Texen now positions itself as a global solution provider able to respond to all types of demand: bespoke packaging and complex development, standard products, turnkey solutions and an à la carte service offer that goes from formulation and filling to secondary packaging.
In order to build win-win relationships with brands, Texen has partnered with additional external resources. "Given the variety of demands from customers, it is no longer possible to produce everything by ourselves. To be proactive and creative we need to cooperate with a wider community,” explains Pierre-Antoine Henry, Global Director - Business Development & Full Service at Texen.
The aim is to move from a BtoB dialogue to a BtoBtoC model based on a better understanding of the consumer’s world and expectations when it comes to makeup, skincare and fragrance.
To help implement this new business strategy, ex-LVMH Daniel Saclier joined Texen in June. His mission is to help the company in the creation of such a network of industrial partners able to respond to the expectations of brands. "Agility is a key element of success in the market. In order to go faster, brands are increasingly looking for comprehensive solutions. Packaging and formula are increasingly linked," he says.
To accelerate its research on consumer expectations, Texen also enlisted the services of "beauty architect & designer" Michel Limongi, founder and manager of LaBeautyFULL.id. "Our approach of innovation consists in working on a solution, a result, rather than on a pack. First, we have to identify the difficulties of consumers, identify problems and then to propose a solution that will," says Limongi. “We sell a comprehensive idea not a piece of plastic.”
As a result of this cooperation, a new skincare concept, a new makeup concept and a new concept fragrance are under development and will be presented in 2017.
“In a changing Luxury and Beauty market, on which brands are constantly renewing their offer to provide added benefits to consumers, Texen is positioning itself as a true partner, providing the best solutions for their product needs,” concludes Olivier Salaun, President and CEO of PSB Industries, Texen’s parent company.
