Organic sun care range to hit the mass market in early 2008

By Katie Bird

- Last updated on GMT

Lovea showcased what is claimed to be one of the first mass market
organic sun care ranges at this year's Beyond Beauty trade show in
Paris, announcing that the range will be launched early 2008.

The range, created by Laboratoire Serval based in Southern France, includes two sun creams, SPF 15 and SPF 30, as well as an after sun product, all with Cosmebio organic certification. The company plan to launch the product in early 2008, in supermarkets and large retail stores across France ready for next year's summer season. The sun creams use mineral filters to provide the SPF effect, however the company maintain that its formula does not create the white appearance that mineral filters can often give to the skin. When formulating organic cosmetics it is often the preservative that is the most complex to develop, however Didier Guerin the head of research and development at Laboratoires Serval, explained that an unopened product would last 3 years, and once opened should be used within 12 months. For this reason the products will be sold in fairly small quantities to ensure that the consumer will finish the product before the end of its lifespan, and not be temped to keep it for the following season. The new organic range draws on the company's Tahitian Monoï motif, characteristic of its existing range of sun and hair care products. Indeed the fragrance of the Tahitian Monoï, the extract that results from macerating the Tahitian Tiare flowers in refined coconut oil, was pivotal in the range's creation, explained Didier Guerin, head of research and development. The team were determined that the organic range would have a perfume with depth and character, rather than using the ubiquitous essential oils that have become associated with organic products, Guerin told Cosmetics Design Europe. Similarly the packaging uses the Monoï design. Guerin explained that the range wanted a fresh, modern look that would represent a move away from the traditional, old fashioned feel of many natural and organic products. The range joins a relatively small number of certified organic sun care products, most available through specialised retailers and online sites, illustrating further segmentation within the organic personal care products category. Furthermore the range targets the mass market consumer, and the company state that although the products will be very slightly more expensive than its non-organic ranges it will retail cheaper than many of the competitors. According to Euromonitor, the Western European market for sunscreen was estimated at €1.63bn for 2006, with a growth rate of approximately 7.4 per cent from 2005 - 2006.

Related topics: Formulation & Science, Skin Care

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