Before 2019, there were almost no introductions of solid cosmetics in supermarkets. Three years later, the situation has changed significantly, and the value has risen +17%. This increase can be explained by the following formula: Arrival of beauty giants in this segmentGarnier, Dop (L’Oréal), Nature Box (Henkel), Nivea (Beiersdorf), Sanex (Colgate-Palmolive), Corinne de Farme (Sarbec).
“As an industry-leading brand, it seemed imperative to democratize this new, more responsible beauty gesture and help consumers adopt it.“,I will explain Stephanie Borri, General Manager Garnier France.
“7.5% of French people have purchased at least one solid cosmetic product in 2021 compared to 1% in 2019.Anais Dupuis, Hygiene and Beauty Expert at Kantar adds: Strong cosmetics sales now reach €85.5 million in France (From November 2021 to October 2022), the market share will be around 1.5% and 0.2% excluding soap (Source: IRI in all supermarket channels – excluding toothpaste and roll-on deodorants).
Hair Care: Best Recruitment Solutions
“The market share for solid hair products is just under 13%. Face care products followed at 2.1%, followed by soap at 83.4%.said Valérie Locci, Key Account Manager at IRI. “MeExcluding soaps, hair care is clearly the market driver compared to other niche categories in supermarkets such as shaving, bath/shower products and deodorants.‘ she adds.
Still, the institute said, “Green roll-on deodorant (cardboard, refill)From their calculations, their weight is “probably underrated”.
This desire for solid products is confirmed by Anais Dupuis.Hair care products, especially shampoos, were the leading recruiters with +6.5 points in 2021 compared to +2.4 points in 2019. Consumers now spend 25% of their global shampoo budget on solid shampoos, showing how this new gesture is becoming more commonplace.buying pattern”.
Segment seeking innovation
However, the reputation of solid cosmetics was not necessarily good. “It is difficult to use, does not produce foam, does not wash well, hair becomes like straw, etc.” explains co-founder Laure Favre  New brand beaudy. Still, according to her, the demand for clean, trustworthy solid cosmetics is so high that innovative formulations are key.
Is this the end of solid shampoo floating in the cup after use? Brands have gone to great lengths to make the gestures of solid products playful and accessible, such as suction cups to hold the product, nets to complete the product, and travel kits that are fairly waterproof. I was. they.
And it works! “50% of sales now come from repeat purchasessay Sarah Pouchet, co-founder of Unbottledreleased a solid waterproof makeup remover a few weeks ago along with reusable wipes.
“The brand’s enthusiasm for solid cosmetics confirms that they have come to recognize the ecological urgency. This is conveyed by reducing the use of plastic in packaging, but also by reducing the use of water, which can account for up to 80% in cosmetic formulations.emphasizing Com Avant founder Sophie Lore.However, while we’ve always been impeccable, we’re a little less enthusiastic about composition. We have a clean configuration to keep the whole family healthy,‘ she adds.
a more democratic proposal
“Many brands are appearing on every channel and solid cosmetics are finding their own place in supermarkets.sums up IRI’s Valérie Locci.
The bar shampoo buyer profile is really far from the ‘bobo style’ regular Parisian. “Whether by social demographic, age or social class, they are close to liquid shampoo buyers.” explains Anais Dupuis.
The brands surveyed confirm a fairly broad consumer profile. Mostly women between her 30’s and her 50’s who buy products for themselves and their families in almost every location across France. “Ramazna has a fan base that accounts for about 20% of its sales. However, we have noticed that consumers have fluctuated since 2019 and earlier. This is clearly explained by the abundance of products available today. They want to try several brands, which is logical.” explains Laetitia van de Wallet, founder of French solid cosmetic pioneer brand.
For 2022, Garnier Ultradoux presents a new solid standard, this time for kids. Apricot and cotton flower shampoo. “Offering solid products that are completely free of plastic waste was an additional step in our commitment to a greener, more sustainable aesthetic. is also the answer,‘ explains Stephanie Bori. She revealed that she has an ongoing project for the Fructis brand.
“The fact that this new form of herbal medicine is becoming more and more present in supermarkets, until now usually available in organic stores, selective distribution, and online, is what organic products were a few years ago. It reminds me of the enthusiasm of” Anais Dupuy foresaw.
Distribution is also diversifying in the city center. After joining the Sephora network in early 2022, Unbottled opened its first store at 60 rue Vieille du Temple in the 3rd arrondissement of Paris. This choice was carefully considered. According to Sarah Pouchet, this can be explained by her two parameters. The hidden costs of e-commerce and consumer demand for in-store experiences.
“Today, you have to spend huge amounts of money to get traffic online. For me, the opposite movement is slowly growing in this area. It’s about redefining the retail vision and getting back to physical stores. Moreover, contrary to what we often hear, consumers don’t feel like staying behind screens. They love visiting stores to get a unique experience and that’s what we offer them with this new shop: before buying, this new gesture related to solid cosmetic consumption. test.‘ explains the creator. In the meantime, of course, the brand will take care of its e-commerce customers.
This data looks very promising for a very young market that is just beginning to diversify!