The rebranding will focus on the reorganisation of its distribution network, which the Paris-based company says will ultimately serve to enhance and unify its brand.
Established 40 years ago, the company is now present in over 70 countries after a huge period of expansion in recent years.
Streamlining the distribution network
Executives say that this expansion has left the business with a network of distributors each with their own characteristics and name, an issue the rebranding will address by streamlining and unifying the network.
“This move is in line with Groupe GM’s objectives to enhance our brand and to take it to new heights,” said Laurent Marchand, President of Groupe GM.
“After expanding to more locations around the world, this is a valuable next step in the overall process of Groupe GM’s forward movement. Having part of our locations around the world unified with a similar name gives the brand of Groupe GM a stronger and a more focused strategy.”
GM name on all distributors
The restructuring came into effect in July and means that all distribution partners will now include the name “Groupe GM” in their trading names, which means each of the regional trading hubs will be recognized under the same umbrella.
According to the company, AGSI will become “Groupe GM Switzerland”, AFICOM will be “Groupe GM France”, LABOFILL turns into “GROUPE GM Cosmetiques France”, AFICOMAR will be known as “Groupe GM
Changes to other smaller divisions will include Maroc”, A62 becoming “Groupe GM Peninsula Iberica”, DUBAI transforming to “GM Amenities FZE”, JIAOMU COSMETIC will become ”娇慕化妆品 (常州) 有限公司” (Groupe GM China), PARIS BEAUTE will now be known as “巴藜寶媞 – 吉安集團台灣 ‘’ (Groupe GM Taiwan), and finally EUROSAP Cosmética becomes “Groupe GM Cosmetica Portugal”.