As part of its mission to “Share Beauty With All”, the Consumer Products Division France of the L’Oréal Group introduced the 2025 launches and innovations of its brands, including L’Oréal Paris, Garnier, Maybelline, La Provençale, and Essie.
This mission is driven by the Group’s will to meet the needs of new consumer profiles, while remaining accessible to the greatest number.
“It is fundamental, as the poverty rate has risen to 14% in France. Also, 68% of French people say they have a sense of impoverishment, and 46% are concerned with their purchasing power. These figures should be kept in mind to remain in line with the market reality. At L’Oréal, we often say that we are the division of ‘real people’”, emphasizes Laurie Deyirmendjian, General Manager of brands and categories at L’Oréal’s Consumer Products Division.
In the mass market beauty reality, we are far from the superficial image that still too often represents the cosmetics industry. “Beauty helps preserve self-esteem. It is the last thing people give up,” explains Alexandre Denis, Director of Communication and Commitment of the Consumer Products Division.
Ageing and diversity
However, economic pressure is not the only transformation driver in society. Ageing population is also ranked first among the main trends the Group’s brands are facing up to. On January 1st, 2024, people aged over 60 accounted for more than 20% of the French population [1].
As a result, next February, L’Oréal Paris will launch a new hair conditioner for grey and white hair: Cool Silver, a grey-beautifying conditioner, which will be available for EUR 9.99 (RRP). The brand has also broadened its Revitalift range with a new anti-ageing concealer serum. Revitalift Laser offers a three-way anti-ageing effect on wrinkles, firmness, and radiance, for EUR 19.99 (RRP).
Consumers willing to age well have multiple daily skin concerns, including photoprotection. Wearing an SPF on a daily basis is a rising trend and a real challenge when it comes to formulation. To cover all uses, L’Oréal Paris has broadened its offering in the Bright Reveal range with new SPF 50 skincare, including a moisturiser, moisturising fluids, and sticks for daily UV protection, which is key to prevent spots and other visible signs of ageing.
The French company has been transforming itself in various ways, including by becoming more inclusive. With 45% of French people having curly, frizzy and kinky hair (50% of GenZers), the Group puts forward its commitment to reach out to everyone, whatever their ethnic origins, sex, or age.
For example, in 2025, the Garnier Fructis range will reinvent curly to frizzy hair moisturising with Curl Method. This new generation of hair care includes three products to deeply hydrate and define all types of curls.
Also, for men, who increasingly take care of their skins, L’Oréal Men Expert offers the first anti-blemish line specially formulated for men’s skins. The four skincare products range from a foaming cleansing gel to a moisturiser and will be available in supermarkets starting from January.
Sustainable beauty
In line with its commitment to sustainability, the Group continues its transition to new generations of packaging in its various product categories.
The Garnier Ultra Doux and DOP shampoos now come with recyclable ecorefills which save 60% of plastic, compared to a 250-ml bottle. A lighter refill pack with no cap, but a cut-out opening is also being deployed.
In the Hygiene category, liquid soap by Savon Le Naturel will be available in two ecorefills starting from July.
The Ushuaïa shower gels will also get their own refill packs which, starting from 2025, will come in redesigned bottles with thinner walls, saving 21% of plastic per bottle, as well as reducing weight. Thanks to a veined design inspired from biomimicry, the bottle strength and grip remain unchanged.
These refill packs are also opportunities for consumers to save money. “We are talking about an 89% price-to-bottle ratio,” L’Oréal explains.
“We aim to reconcile desirability and responsibility. We would like to make consumers change behaviour with solutions based on recycled plastic, PET for bottles, and PP for caps, and to provide more visibility and easier access to refills,” says Alexandre Denis.
