The saga of brands: Garnier's story
In 1904, Alfred Amour Garnier, professional pharmacist creates the company by starting by marketing herbal hair lotions. The famous "lotion" Garnier is quickly becoming a flagship product. The women tear themselves out, it is supposed to fortify the hair while eliminating dandruff. Alfred Garnier will then launch into the hair coloring before creating in 1929, the laboratories Garnier. He develops a whole line of shampoos and hair care ...
Subsidiary of l'Oréal Group
At the end of the 1960s, the company displayed critical health. When L'Oréal decides to buy back Garnier in 1965, it made the brand one of the group's most lucrative subsidiaries. Garnier becomes the number one natural product in Europe. From this acquisition, Garnier takes off and broadens its skills by creating new products. The group helps to develop the brand's marketing with major advertising media and high-budget advertising campaigns. A line of care for the face and body is then born: moisturizing creams, shower gels, shave, aftershave ...
The cult products of Garnier : Beautiful color, Fructis, Ultra soft, Neutralia, Sunscreen...
At the end of the 1960s, the objective of the laboratories Garnier is to conquer the cosmetics market while standing out from the competition. Garnier is above all a color expert and for a long time, the brand Beautiful Color has maintained its number one position in the permanent hair color market in Europe.
At the end of the 90s, Garnier wants to dust off his image a little old fashioned and conquer a new clientele by targeting more young people. That's when she launched a new range of products: Movida, Fructis, Natéa, anti-wrinkle synergy lift ...
Research is at the heart of product development Garnier More than 3,000 scientists are working on the design of new treatments to stay at the forefront of innovation. In 2005, more than 500 patents were filed, the result of active and rigorous research.
Laboratories Garnier select in the development of their products extracts of natural origin: extracts of chamomile, water of kiwi, fruit extracts: apricot, bark of mandarin ...
The Garnier strategy
A sample of consumers tests the effectiveness of the products before any launch, and a survey is conducted to verify the degree of satisfaction. Once this step is completed and the product is on the shelves, a new study is conducted to verify the satisfaction of the clients.
The brand's website abounds in detailed information about each product and even offers a web tv as well as an online "mag" that is teeming with advice on hygiene and beauty. You can register to receive samples as well as coupons on products.
Garnier is L'Oréal Group's second brand. Today, Garnier is embarking on the conquest of new markets in India, Asia, with the sale of anti-wrinkle products, sun care ... The group has excellent financial health and achieved nearly 10 billion euros in 2007, a figure than Garnier intends to see further progress.
