In a bid to increase its share of the fast growing ‘green beauty’ market, L’Oréal’s Garnier has launched its first certified organic skincare range in France.
Formulated with five key ingredients (argan oil, lavender, thyme and lemongrass essential oils, and cornflower water), the Garnier Bio range includes a cleanser, toner, moisturiser, facial oil and anti-ageing cream.
The launch of the “affordable range of organic skincare products certified by Ecocert” is a key part of Garnier’s new three year partnership with the GoodPlanet Foundation which aims to raise the awareness of and assist farmers in the Seine-Normandy region of France with their farming and forestry projects.
“We and the GoodPlanet Foundation share the same desire to materialise our strong commitments to the planet for future generations,” said Garnier brand director Elodie Bernadi.’.
“Nature is at the heart of both of our stories and we have a common mission to make these commitments a reality that is accessible to everyone.
“We also want to establish the launch of Garnier Bio within a ‘giving back to nature’ initiative, with concrete and local actions to support farmers in their transition to ecological practices.”
The partnership will focus on the “ecological transition of energy-greedy farming practices (high levels of inputs such as fertilisers, pesticides, water, fuel) subject to risks (weather and financial) towards more self-reliant farming methods that regenerate soils and natural resources, protect biodiversity, diversify and increase farmers’ income”
During the three-year project, the partnership will work with the French Farming and Forestry Association to support seven pilot-farms (to help raise awareness and pass on skills to neighbouring farms), plant 2800 trees on 35 hectares of land, train 50 farmers and raise awareness of general public at two farm open days every year
The launch of Garnier Bio follows L’Oréal’s launch of a new organic brand, La Provençale Bio (based on olive oil) into the French mass market in October.
Celine Brucker, head of L’Oréal’s consumer products division in France, told Reuters that the company launched both ranges as the company saw “a gap between what was on offer and very strong demand among consumers for natural, organic products”.