La Compagnie de Provence banks on skincare and gets global

Launched by two associates decided to modernize using Savon de Marseille, La Compagnie de Provence quickly bought the general public success anticipated. A model of the Ganassini group since 2013, the corporate now boasts a spread of 180 references, counts 1,000 factors of sale in France, and exports merchandise in about 40 nations. “I joined La Compagnie de Provence six years in the past with one mission: it consisted in repositioning the model, guaranteeing it was in keeping with market traits and shopper expectations,” explains Guillaume Cornu Thénard.
A cosmetics flip
Building on the dermocosmetics experience of the Ganassini group, La Compagnie de Provence managed to broaden its providing with a considerable face & physique care vary.
“We created collections with shea butter for the sake of its nourishing virtues, and with velvet algae for its moisturizing advantages. More lately, our holistic apothecary assortment mixed vegetable and important oils, and we even have an anti-ageing line with antioxidant fig. We all the time make a transparent, quite simple promise, so shoppers instantly perceive what they purchase. This is a part of our model’s codes – we used to put in writing Savon Liquide Marseille in massive capital letters on our bottles,” says Guillaume Cornu Thénard.
Today, liquid cleaning soap nonetheless accounts for 46% of the turnover. It is the entry and discovery level for the model, however in just some years, face care and physique care have reached a ten% and 30% share, respectively. Home product references (candles, dispensers, cleansing merchandise) full the image.
The formulation are composed of not less than 95% of substances of pure origin. Flagship substances are primarily derived from brief distribution channels in Provence, and the first packaging is constituted of glass or rPET. All inks are plant-derived.
“We made a big funding and recruited an individual answerable for our CSR coverage. All the goals outlined by the UN have been fulfilled, and this yr, we’ll primarily focus on life high quality at work, taking into consideration that the corporate employs about 40 folks. Then, our second goal should do with packaging to verify we use as little plastic as attainable. Our final precedence might be our carbon footprint. All this exhibits how dedicated we have to be, and we’ll publish our outcomes on the finish of the yr,” explains Guillaume Cornu Thénard.
Expanding in France and on the global stage
As it plans to achie a 7.3-million-euro turnover this yr, with an annual progress fee of 10%, the model retains growing in France: it is going to boast about 1,000 factors of sale by the tip of the yr, primarily within the fragrance world – at Sephora’s and Marionnaud’s –, which is able to signify 300 of them by late 2022. Pharmacies make up the second community, and idea shops, the third.
“We have additionally outlined two different priorities: digital applied sciences, with our e-shop, which represents greater than 10% of our turnover, and wholly-owned shops, as a result of they’re essential by way of shopper expertise. All this helps perceive the specificity of our model, between modernity and custom,” provides the General Manager.
The model counts seven wholly-owned shops primarily positioned in southern France. No additional openings are scheduled this yr, however the Marseille store must be redesigned to accommodate an natural espresso store, a wall of substances and, extra importantly, a refill fountain. This idea has already been carried out at Galeries Lafayette and within the headquarters retailer in Aix-en-Provence.
Export accounts for 65% of the corporate’s turnover, with a presence in about 40 nations, particularly in shops (Europe, North America, Argentina, Asia, and Oceania).
“The model rapidly managed to determine itself overseas, as a result of folks all world wide have a ardour for conventional in addition to modern Provence. This is what makes La Compagnie de Provence distinctive: we discuss rather a lot about lavender and olive bushes, however we equally spotlight La Cité Radieuse by Le Corbusier, the LUMA tower, the Mucem, the Museum of European and Mediterranean Civilizations, impressionism… Over the previous few years, new cultural and architectural dynamics in Provence have completely echoed our model’s preliminary positioning,” concludes Guillaume Cornu Thénard.,20186

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