French supermarket chain Monoprix has launched a new private label cosmetics range, entitled La Beauté du Visage.
The range features 28 skus, divided into three categories – make-up removers, skin care and masks – with prices ranging from €1.50 to €6.99.
Products include eye patches, tissue masks, peel-off masks and cleansing towelettes as well as creams, lotions and micellar water.
“The new range suits the daily needs of urban women, being complete, expert, practical and accessible all at the same time,” said the company.
The range includes Monoprix’s first anti-wrinkle products, in the shape of a day cream and a night cream both containing co-enzyme Q10 and hyaluronic acid.
Other ingredients in the range include white clay, lotus flower and cornflower extract.
The packaging has a crisp, spa-like appearance, featuring transparent glass or white plastic containers with black caps and lids.
The branding emphasises the apostrophe for which Monop’Beauty is known, which is now used as a colour-coded logo (lilac for the anti-age range, for instance).
The apostrophe also features an image, often of an ingredient, such as the cranberries in the Instant Radiance Mask.
The exact purpose of each product is reflected in the rather prosaic names, including '10 towelettes that remove your make-up gently,’ ‘Day cream that nourishes’ and ‘Mask that cleanses’.
Monoprix launched its chain of beauty stores, Monop’Beauty, in 2005, which sells a wide range of beauty products, including the company’s own brands.
The company is celebrating its 85th year in business in 2017 and saw a turnover of €4.3bn in 2016, a growth rate of 2.3%.
