L’Oréal acquires German naturals player
Logocos Naturkosmetik AG is a German beauty company which is said to have contributed to pioneering natural cosmetics with the brand Logona and other brands such as Sante.
Logona products cover haircare, hair color, skincare and hygiene product categories and are found in specialized distribution, mainly organic stores, at a premium price level for the engaged consumers of natural cosmetics.
Sante line of products includes haircare, skincare, hygiene and make-up and is found mainly in mass retail at an accessible price for young and trendy consumers.
The two brands mean that Logocos Naturkosmetik is able to reach a wide target consumer base and has an established following across premium and mass market shoppers.
All the company’s brands are vegan and bio certified with a range of products using their own plant extracts and natural ingredients derived from organic farming.
An eye on international naturals dominance
With this acquisition, L’Oréal plans to expand the sales of Logocos Naturkosmetik brands internationally, the company confirms.
Germany and France are two global leaders when it comes to the naturals market in beauty and personal care, so the acquisition of the German player by the France-headquartered beauty giant seems a savvy one.
Alexis Perakis-Valat, President of L’Oréal’s Consumer Products Division, says: “Logocos brings to the Division two authentic and certified naturaI brands as well as a unique expertise from a worldwide pioneer of the organic beauty market. In line with L’Oréal’s strategy to “seize what starts”, this acquisition reinforces the position of the Division on one of today’s major beauty ascending trends.”
Fabrice Megarbane, General Manager L’Oréal Germany, says: “L’Oréal Germany is excited to acquire an expertise in natural cosmetics in a market where the desire for organic cosmetics is among the highest in Western Europe.”
The transaction is expected to be completed in a few months after customary regulatory approvals.
