La Compagnie de Provence banks on skincare and gets global

Launched by two mates decided to modernize the usage of 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 international locations. “I joined La Compagnie de Provence six years in the past with one mission: it consisted in repositioning the model, making certain it was in keeping with market tendencies 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 jot down Savon Liquide Marseille in large 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 components of pure origin. Flagship components are primarily derived from brief distribution channels in Provence, and the first packaging is comprised of glass or rPET. All inks are plant-derived.
“We made a major funding and recruited an individual in control of our CSR coverage. All the targets outlined by the UN have been fulfilled, and this 12 months, we’ll primarily focus on life high quality at work, taking into account that the corporate employs about 40 individuals. Then, our second goal must do with packaging to ensure we use as little plastic as attainable. Our final precedence will probably be our carbon footprint. All this exhibits how dedicated we should be, and we’ll publish our outcomes on the finish of the 12 months,” explains Guillaume Cornu Thénard.
Expanding in France and on the global degree
As it plans to achie a 7.3-million-euro turnover this 12 months, with an annual development price of 10%, the model retains growing in France: it would boast about 1,000 factors of sale by the tip of the 12 months, primarily within the fragrance world – at Sephora’s and Marionnaud’s –, which can 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 when it comes to 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 situated in southern France. No additional openings are scheduled this 12 months, however the Marseille store ought to be redesigned to deal with an natural espresso store, a wall of components and, extra importantly, a refill fountain. This idea has already been applied 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 international locations, specifically in malls (Europe, North America, Argentina, Asia, and Oceania).
“The model shortly managed to ascertain itself overseas, as a result of individuals all all over the world have a ardour for conventional in addition to up to date Provence. This is what makes La Compagnie de Provence distinctive: we discuss so much about lavender and olive timber, 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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