Yves Rocher to develop high tech naturals sector
Yves Rocher is to launch a new range of bio-cosmetics – Culture Bio – in October, comprising seven facial care products. The move is part of a new two-pronged strategy which sees the group moving to develop both bio-cosmetics and a new top-of-the-range anti-ageing care product. In the bio-cosmetics sector the company's objective is to achieve market leadership despite its late arrival and the dominant position of L'Oréal.
Yves Rocher is to launch a new range of bio-cosmetics – Culture Bio – in October, comprising seven facial care products. The move is part of a new two-pronged strategy which sees the group moving to develop both bio-cosmetics and a new top-of-the-range anti-ageing care product. In the bio-cosmetics sector the company's objective is to achieve market leadership despite its late arrival and the dominant position of L'Oréal.
Some 350,000 women clients chose bio-cosmetics last year although the sector as a whole accounts for only 2% of the French domestic market. Yves Rocher is arguing that with its own client base of around 7 million it can grow bio product sales up to around 7% of total sales from 2009.
The new anti-ageing product Jour Nouveau will be marketed under the Dr Pierre Ricaud brand name from October. The company has worked on the project for some five years in collaboration with the Bordeaux unit of the National Scientific and Medical Research Institute (Inserm).