Organic Trend

Innovations go further with the wave of natural products, and organic brands diversifying their offerings to best meet consumers’ expectations. While the segment " nature" is growing, it still is very small (6.5% of the market value at P5 2009). But brands like Sanex and Mon Savon for example have positioned themsleves in this natural and organic segment, with products based on alum stone (“Sanex Nature Protect antitrace white” and “Monsavon Lotus Flower and Almond”). And it works. "These are the only two brands that are experiencing double-digit growth," mentions Julien Ribault, Product manager Sanex and Monsavon, “with, respectively, sales up 28% and 30%, CAM P4 2009”

But these kind of brands surfing on the new organic trend are facing a main competitor: Bio Ushuaia, from Lascad (L’Oreal Group). Bio Ushuaia has been labeled “Cosmébio”, ans is placed in the top of the range. This success is explained by the the reputation of Ushuaia, number 2 of the female deodorants. 

Other smaller players also explore this segment, like Bio Kuomayé (present in 100 stores), which has launched a deodorant in the alum stone and Ecocert certified Cosmébio in 2008. Weleda, distributed in drugstores, pharmacies and specialty stores, moved, for one, three references, Citrus, Sage and Rose (launched in 2005). These deodorant spray and are certified BDIH Natrue. For its part, the Institute Jérodia launched on each of its three brands, a reference to deodorants essential oils, labeled Cosmebio and Ecocert: Phyt's (institutes), Gamarde (pharmacies) and Biguine Bio (Casino and chains hair Biguine). These references are available in spray-free nitrogen to be green all the way.

All other brands, who see this market as a niche with great potential, seek to innovate in order to position themselves on it. Nivea, for example, has a range without aluminum salt. Similarly, in 2008, Unilever launched the new Dove Go Fresh deodorant whose ingredients are of natural origin only.

After the segment of men and natural, brands will have to tap into their imagination to continue to innovate!