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Garnier SkinActive arrives in Brazil with exclusive products

The facial care brand of the French multinational company has developed the Uniform&Matte line for oily and combination skin, the most common types among Brazilians.

Garnier is the second largest brand of the L’Óreal Group. It is present in 65 countries and offers over 200 products. It is very well known by consumers in Brazil. In the hair color market, Garnier competes with Nutrisse. In the hair care market, with Fructis and in the deodorant market, with Bí-o. Now, the 110-year-old French company brings to Brazil its facial care line: SkinActive.

Singer Iza is brand's ambassador

Singer Iza is brand’s ambassador

"Skin care is a growing category in the mass market and a strong driver of business for L’Óreal Group. Garnier has been following this movement around the world and we decided to invest in this sector in Brazil", says Juan Pablo Dubini, managing director of the brand in the country.

Brazil is the fourth largest cosmetics consumer in the world, but it is only eighth in skin care. "We believe this category will grow in the country, as consumers here are increasingly more aware of the importance of skin care and paying attention to what is new in the sector", says Dubini.

The challenge for the brand is the lack of time Brazilian women have to dedicate themselves to a skin care routine. Many other brands propose a routine with many steps and products. "Garnier SkinActive aims to make things less complicated, introducing a simple routine with high performance results", he says.

The new line arrived in Brazil with ten products on offer. The portfolio includes four facial masks - made of natural tissues and containing ingredients such as chamomile or black tea - and the All-in-1 Micellar Water - a global leader in the category, according to Nielsen in 2019. They have also launched an exclusive line for the Brazilian market.

"Uniform & Matte offers a complete range with vitamin C for combination or oily skin, the most common types among Brazilian women. Therefore, the line was specifically developed for them", says Dubini.

The new SkinActive line boasts a facial cleansing gel, an anti-oiliness micellar water (the first on the market with vitamin C), a mask with hyaluronic acid to even out skin tones and - the product the company is most excited about - a moisturizer with a matte finishing touch. The moisturizer promises to control the shininess of the skin for up to 12 hours and provides SPF 30 protection. It comes in two sizes: 40g and 15g. "We created a formula to meet the needs of consumers. We aim to make beauty more democratic in the country".

According to Dubini, Garnier SkinActive’s mission is to be accessible, natural, sustainable and efficient. "It is easy to have access to the brand, as we are available in many different sales channels all over Brazil: e-commerce platforms, perfumeries and drug stores. Prices vary from R$ 17 - the masks - to R$ 40 - the micellar waters. Besides, we have chosen a diverse group of beauty influencers to talk to consumers from the brand’s launch. Our products are for different types of skin. We also invited the singer Iza to be our ambassador, as we believe she is a great representative of Brazilian women," he says.

The launch of the facial care brand made with great expectation and ambition. "SkinActive will be a new beginning for Garnier in the country and one of the drivers of L’Óreal’s General Public Products Division all over the country in 2020", says Dubini. "The brand is already a global success and it will also be one in Brazil", he says.

Renata Martins

Portfolio

© 2020 - Brazil Beauty News - www.brazilbeautynews.com

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