L'Oréal Paris launches Botanicals Fresh Care range

By

Marion Deslandes

Published
Mar 14, 2017

L'Oréal Paris continues to diversify its product palette. The mid-market affordable beauty brand has unveiled a line called Botanicals Fresh Care, which it bills as "a premium hair care brand based on botanical ingredients". The new range will first be rolled out in France, Germany and the United Kingdom before being released in the rest of Europe.

The new range comes in four versions, each based on a natural extract: coriander, camelina, safflower oil and geranium. Each scent family consists of a shampoo, a mask, a conditioner and a serum, priced between 6.90 and 8.90 euros. The bottles are made from recycled materials, and the certified formulas contain no parabens or dyes. Instead of any silicones, the products contain a botanical complex based on coconut and soybean oils.

L'Oréal Paris, which has distributed the Elsève brand since 1971, is now looking to meet new demands expressed by its customers. "For a long time, hair care has played a purely functional role. Today, consumers expect much more from hair care in terms of naturalness, experience and even responsibility. They look for products that truly respect their hair but also the environment," says Anne Machet, L'Oréal Paris's International Deputy Managing Director. This range is targeted "more specifically to the followers of a healthy lifestyle -- who prefer cycling to motor bikes, organic food to junk food --. and to the eco-conscious consumer".

The media strategy for the Botanicals Fresh Care launch will leverage social networks. The brand, which regularly publishes tutorials on YouTube, has solicited many influencers to help build a community of "Botanicals Addicts".