Magazine article Marketing

L'Oreal Extends Plenitude Range into Cosmetics

Magazine article Marketing

L'Oreal Extends Plenitude Range into Cosmetics

Article excerpt

French skincare manufacturer L'Oreal is rumoured to be extending its Plenitude anti-ageing skin-care range into the mainstream cosmetics market.

French retailers have been told that a range of make-up bearing the Plenitude brand will be rolled out in June next year in tests around the country. The move is bound to be copied across Europe if successful.

Details of the range have yet to emerge. If L'Oreal follows the example set by rivals like French skin cream and make-up brand Clarins, lipsticks, blushers and eye make-ups carrying a specific protection message on the packaging will be included.

The move underlines the rise of the 'cosmoceutical' but it is also likely to fuel controversy about the claims manufacturers can make about their products.

Like Plenitude, Clarins started out as an 'anti-ageing' cream. Last March the family-owned company of the same name extended the brand into cosmetics.

The move was so successful the company launched onto the stock exchange in August. …

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