With a portfolio of 101 products, the company aims to achieve 10% market share.
Blond, chestnut, deep black or ebony dyes from the French cosmetics company L’Oréal returned to the racks of the main supermarkets and pharmacies in the country.
The company, with more than 110 years in the world market, also returned to Ecuador with its hair and facial care products.
This return is with high expectations, says Gilles Delaunay, CEO of L’Oréal Central America, since they expect to achieve between 5% and 10% of participation in the national market.
“Our brand is making a comeback after more than two years of almost disappearing from the warehouse shelf. And it is not something we wanted, but we had a difficult situation with the distributor of our brand in Ecuador. We had to wait long enough for the ideal conditions to exist and, after many months of work, looking for a new distributor, we are happy to be here again, ”said Delaunay.
L’Oréal partnered with two companies: Asertia Comercial SA, which is the distributor for the General Public Product Division; and 360 Corp, from the Professional Products Division.
And this product portfolio is divided into three categories: hair care, with the Elvive brand (shampoos, conditioners and treatments); facial care, with products from L’Oréal Paris; and dyes, under the brand name L’Oréal Paris Excellence, L’Oréal Paris Casting and L’Oréal Paris Magic Retouch. The latter is a root touch-up spray.
Hair dyes, a product that decreased in 2020 and is now recovering
Delaunay indicated that the investment will be higher than on previous occasions, and that The idea is also to bring the makeup line, where they have lipsticks, serum, mascara, blush and others.
In addition, Delaunay adds that the company is constantly innovating. “The ranges have changed and evolved over time. For example, Elvive with hyaluronic acid is making its debut in Latin America and is reaching Ecuador ”, he emphasizes.
According to the National Agency for Health Regulation, Control and Surveillance (Arcsa), the cosmetic industry is one of the fastest growing in 2021, receiving an investment of more than $ 50 million annually.
L’Oréal analyzed the Ecuadorian market, and this represents the largest for the Central American subsidiary, where there are eight other countries: Panama, Guatemala, Costa Rica, El Salvador, Nicaragua, Honduras, Paraguay and Bolivia.
Creating a smaller product and maintaining promotions drive the recovery of the fragrance sector in Ecuador
So too, for the company Ecuador covers 23% in sales volume, with a target audience of 1.8 million consumers, and a potential health and personal care market of $ 305 million.
“Of the nine countries, Ecuador is the priority in terms of potential and investment. We have a market study that we do every year and measuring the channels, door to door, and we can measure based on that potential and the data of imported products. We know that the Ecuador market has a total potential of more than $ 300 million, and we can confirm that it is the largest for our brands, ”he says.
L’Oréal was founded by Eugène Schueller in 1907 under the creation of the first hair dye and his undertaking to market it in the salons of the city of Paris. (I)
Paul is a talented author and journalist with a passion for entertainment and general news. He currently works as a writer at the 247 News Agency, where he has established herself as a respected voice in the industry.
