How do solid cosmetics fit into the health and beauty sector?

Prior to 2019, there was no reference to solid cosmetics in supermarkets. Three years later, the situation has changed a lot, and the value has increased by + 17%. This increase can be explained by Cosmetic giants arrive in this segmentGarnier, Top (L’Oréal), Nature Box (Henkel), but also Nivea (Beiersdorf), Sanex (Colgate-Palmolive) or Corinne de Form (Surbec).

” As a leading brand in our industry, we felt it necessary to help popularize this new, more responsible beauty gesture and support our customers in embracing it.he explains Stephanie Bouri, Managing Director, Garnier France.

” 7.5% of French people bought hard cosmetics at least once in 2021 compared to 1% in 2019.Anas Dupuy, a health and beauty specialist in Ganhar. In France, sales of solid cosmetics now reach 85.5 million euros (November 2021 to October 2022), the market share is about 1.5% and 0.2%, not just soap (source: IRI for all large retail chains – except for toothpaste and deodorant roll – us).

Hair care: the best solution for employment

” Hard hair products account for just under 13% in terms of market share. Followed by facial care at 2.1% and before soap at 83.4%.“So am I,” says Valerie Luckey, key account manager at IRIIf soap is excluded, hair care is clearly the market driver compared to other major categories in supermarkets such as shaving, shower products and deodorants.she adds.

However, these numbers must be accurate because the company “Green deodorant (carton, refillable)“according to their own weight”It may be underrepresented“.

Anas Dubois confirmed this craving for solid foods: “ Hair care products, particularly shampoos, topped the list in 2021 with +6.5 points compared to +2.4 points in 2019. Consumers are now allocating 25% of their total shampoo budget to solid shampoos, which shows just how sophisticated this new gesture is. Purchase method“.

Slice in search of innovation

However, hard cosmetics do not always have a good reputation. ” They’re uncomfortable, don’t lather, don’t cleanse well, and leave hair looking like straw. he explains Laure Favre, Co-Founder [1] A new beauty brand. However, according to him, the demand for clean, responsible solid cosmetics is very strong — hence the importance of innovative formulations.

Is it the result of solid shampoo that floats in their cups after use? The brands competed brilliantly to make the gesture of the solid product pleasant and accessible: suction cups to hold the products, nets to complete them, beautiful waterproof suitcases … Everything had to be well thought out to seduce consumers and make them want to experiment. they or they.

It works! It works! ” 50% of our sales are now made through repeat purchases” , He says Sarah Bouchet, co-founder, says the bottle is uncorkedA few weeks ago, I launched a powerful, waterproof makeup remover with reusable wipes.

” The enthusiasm of solid cosmetics brands assures that they are aware of the environmental emergency: this results in the reduction of the use of plastic in packaging, as well as water, which can account for up to 80% of the composition of cosmetics.“He says Sophie Lauret, founder of Com Avant. ” However, while we’ve always been clean, I’m a little disappointed with the combination. Our brand is based on this core value: a clean mixture to protect the health of the whole family, she adds.

More democratic view

” Numerous brands appear in all circles and solid cosmetics have found their place in the mass distribution. The audience is gradually taking advantage of this opportunity, which is growing the segment.Valerie Lucci, International Republican Institute sums it up.

The features of solid shampoo buyers are already far from the typical Parisian “boho style”. ” It is closer to the liquid shampoo buyer, be it socio-demographic, age or social class,Anas Dubois explains.

The brands questioned confirm a broad consumer profile: mostly women between 30 and 50, who buy products for themselves and their families almost everywhere in France. ” At Lamazona, we have a fan base that’s about 20% of our turnover. However, we’ve noticed consumer volatility since before 2019, which can certainly be explained by today’s supply. They seem to be testing many brands, which makes sense, he explains Laëtitia Van De Walle is the founder of France’s leading solid cosmetics brand.

In 2022, Garnier Ultratox presents a new powerful note, this time for children: Apricot & Cotton Flower Shampoo. ” Offering a solid collection without plastic waste is an extra step in our commitment to green and sustainable beauty. It is in response to our customers’ expectations,explains Stephanie Bury. Tell us there are other projects of the Fructis brand.

” It is true that this new Galenic form is increasingly available in supermarkets and, until now, has been mainly available in organic stores, in a la carte distribution and online, recalling the organic craze of a few years ago.Anas Dubois expected.

The distribution in city centers is also varied. After joining the Sephora network in early 2022, the bottle is unoccupied with opening its first store in the 3rd arrondissement of Paris, at 60 rue Vieille du Temple. This selection has been carefully considered. According to Sarah Bouchet, this can be explained by two factors: the hidden costs of e-commerce and consumer demand for in-store experiences.

” Today you have to spend a lot of money to get traffic online. For me, there’s a reverse movement slowly developing in the industry to rethink its vision of retail. Furthermore, contrary to what we often hear, consumers don’t want to be behind their screens. They love to go to the store to live a unique experience and this is what we offer them with this new store: test before you buy this new gesture of consumption of solid cosmetics.“, explains the creator. Of course, in the meantime, the brand is interested in its e-commerce customers. Next year, they are going to launch a website in several languages to cross the French border.

This data looks very encouraging for a young market that is starting to diversify!