ANNUAL report 2011

eauty
for all
pUshes BaCK FROnTIeRs
In the Middle East, women colour their hair for weddings and other important
occasions. Garnier took its lead from this tradition for its local advertising
campaign for Color Naturals, a hair colourant based on naturally sourced
olive oil, which has won over women in their thousands for its excellent
value for money. With its intuitive understanding of women’s expectations,
Color Naturals is already posting market share figures of more than 10%
in many countries in this zone (1) . Spearheading the quest to conquer a
further billion consumers, the Consumer Products Division is winning over
new markets and consumers. The same strategy is consistently applied:
clearly perceptible superior quality, accessible prices and an approach
adapted to suit local beauty customs. In India, the number of Garnier sales
outlets has risen from 500,000 to 750,000 in 2011, and it is now targeting
one million. To penetrate even deeper into traditional retail stores, the
brand is launching single-dose shampoo sachets priced at 1.50 rupee. In
South-East Asia, men’s skincare has enabled the division to gain ground.
Launched in 2009 in India, Garnier Men has captured significant positions
throughout South-East Asia, and is now number one in Malaysia and is
posting 20% market share figures in India and ASEAN combined (2) .
In Africa, two new subsidiaries opened in 2011 in Kenya and Nigeria,
underpinning the group’s historic presence on the African continent.
(1) Source: 2011 Nielsen panel, hair colour market, market share value.
(2) Source: Nielsen panel, January to October 2011, market share value. Excluding department stores.
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