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L'Oreal challenge US skin care market

By Louise Prance , 12-Dec-2006

Cosmetic giant L'Oreal is extending its Maybelline's Garnier Nutritioniste skin care range into international waters, expanding the line from the European market into the US and Canada.

The range includes 15 different skin care products and will receive a similar marketing strategy to that of the Garnier Fructis hair care range that the brand is renowned for, with attention being given to the combination of nutrients and dermatology.

Previously launched in the UK, Italy, France and Spain the line hopes to rival leading competitors in the skin care industry in the US and Canada such as Procter & Gamble (P&G) and Johnson & Johnson, which have become known as leaders within the anti-ageing skin care market.

The range will cover all major areas of facial skin care and will cover cleansing, firming, and cell regeneration. The products will be priced between $5.99 to $16.99.

The skin care line is designed to capitalize on the growing consumer need to prevent premature signs of ageing. It targets nutritional deficiencies in the skin with the combination of Omega 3 and 6, Magnesium and Lipopetides.

Anti-ageing products tend to focus on skin care, where anti-wrinkle cosmetics are now taking the market by storm. This is due to the growing consumer need by the now ageing baby boomer generation who are the prime target for the anti-ageing market due to their need for the appearance of youthful skin.

By focusing on the three main problems of anti-aging, dehydration, loss of radiance, and loss of tone with nutritional facial regenerators the company hopes to create inroads within the fast growing market.

In 2005 Euromonitor International estimated that the total market for skin care products is valued at $38.3 billion globally, a figure that is second only to the hair care sector in size. It also confirmed that global sales of anti-ageing products are now worth $9.8bn, a 108.5 per cent increase since 1997.

It is the first offering from Garnier in the US since the launch of the Garnier Fructis hair care range in 2003 and looks set to accelerate L'Oreal's intention for the Garnier range to expand from a niche sector brand into the mass cosmetics market.

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