L'Oreal broadening herbal offering to strengthen against rivals

In a recent report published by the Business Standard​, the beauty company’s MD outlined a potential strategy of investment into herbal, which would come in particular response to the rising dominance of rival beauty brand Patanjali Ayurved.

 Speaking to the national news outlet, Jean-Christophe Letellier, MD of L'Oreal India, said that introducing brands such as Sanoflore, positioned as a natural alternative to conventional cosmetics, would form part of this strategy.

Extending its reach​

“We do have what we call 'Champions of Nature' in our portfolio. So, organic products under Body Shop or the Kiehl's range of high-end products are all positioned on the naturals platform​,” he said, in confirmation of the importance of a strong ‘naturals’ profile for beauty brands.

“Even conventional, mass-market products under Garnier use a high-degree of natural ingredients in them​,” he stated, indicating that the parent company could further extend this reach in upcoming months.

If it does go on to extend its naturals and herbal offering, L’Oreal will be responding to the high demand for cosmetics products which marry conventional scientific research with the treatments of ‘Ayurveda’, a traditional system of medicine from India which is increasingly adopted in alternative therapy more globally.

L’Oréal India​

The beauty behemoth made its first acquisition in India in 2013 with Cheryl’s Cosmeceuticals, headquartered in Mumbai and synonymous with skin care treatments and products across salons in the country.

Since then, it has continued to strengthen its presence within the country, recently stating its aim of making India one of its top five markets in the next few years, and has already invested upwards of Rs 1,000 crore in developing its research facilities there, particularly in the segments of hair care and male grooming.

Its objective is to develop its trade in the country to the point that by 2020, its revenues will be up to Rs 7,000 crore.