Garnier, or how L'Oréal pre-empted the cosmetics market for the middle classes

L'Oréal in India

L'Oréal in India

L'Oréal in India

L'Oréal in India

Established in India since 1994, Garnier has succeeded in becoming the leading multi-category beauty brand in India. It markets many different types of products, a number of which are very popular.

In coloration, Garnier Color Natural is market leader with a 21.6% (Dec. 2011) share of sales. In hair care, Fructis ranks number 6 in shampoos and number two in conditioners. Garnier is also the only brand to have launched the 1st complete skin care line: cleansing, anti-ageing and lightening. Lastly, the brand is focusing more and more on the expanding men’s market where it offers men Garnier face creams, face washes and deodorants, and ranks No.2 in the market.

Garnier is pioneering by means of catering to middle class households or nearly 169 million people with innovative products ranging from the first no-tangles conditioner in 1997 to the first men’s anti-perspirant deodorant on the Indian market in 2010.

With nearly 750,000 points of sale, the brand is sold across both the traditional network of neighbourhood shops (which account for 82% of L’Oréal sales in India) and the modern supermarket network (accounting for 18%).

Did you know ?

 

1/ For its centennial celebration, L’Oréal launched the “Beautiful Beginnings” programme in India for underprivileged women who have dropped out of school.

The aim is to provide 4 months of training in hairdressing and beauty care to help stabilise these women’s futures by enabling them to open their own salons or work in existing institutes.

So far, 75% of the programme’s beneficiaries have already found jobs.

2/ The L’Oréal teams in India are particularly active in terms of CSR.

The “Care” project launched in 2008 focuses on four aspects: safety, the environment, child education, and health & hygiene. In 2011 it enabled the purely non-profit construction of two entirely equipped classrooms.
These actions were rewarded by the ‘Citizen of the World Award’ in 2010.

3/ The Pune facility is exemplary in terms of sustainable development.

A programme running from 2005 to 2015 has been launched to reduce CO2 emissions, water wastage, and transportable waste by 50%.
Plus, nearly 320 solar panels have been installed on 970m² of roofing.