L’Oréal’s naturals drive: 100% plant-based hair dye and Logocos acquisition

By Lucy Whitehouse

- Last updated on GMT

L’Oréal’s naturals drive: 100% plant-based hair dye and Logocos acquisition
We take a look at the groundbreaking strides L’Oréal has been taking in the naturals space, with a special focus on its recent acquisition of Logocos Naturkosmetik.

The company has had a special eye on vegan claims of late, it seems, and several brands under the Logocos​ umbrella boast vegan and bio-certified profiles.

Another big step forward in the company’s naturals efforts, L’Oréal’s launch of its Botanéa hair dye also tapped into these claims, with the products also 100% plant-based, and so vegan.

And another recent launch in L’Oréal’s portfolio is its Aura Botanica prestige naturals hair care range​, described by the company as ‘the first range to reach such a high level of naturalness’.

“The Aura Botanica collection was set the bold goal of offering products that blend high performances, natural ingredients and biodegradability – a first in a sector where naturally-based products have not always managed to deliver stable formulas and great sensory experiences​,​” confirms L’Oréal.

Aurea Botanica: a success with consumers

L’Oréal suggests that its Aurea Botanica range, which is a part of the Kératase brand portfolio, has proved a winning formula and confirms the demand for naturals remains high.

“A few months after the range was launched, they [consumers] seem to like the way the brand is positioning​ itself,​”​ the company says​​.

“SEO websites worldwide are buzzing with positive reviews from users, propelling Aura Botanica posts to seven million views on social media and driving a 76% increase in new visitors to Kérastase’s website.”​

Botanéa vegan hair dyes

The Botanéa range is proving another success story with professionals and consumers, according to the beauty giant.

Alan Edwards, Alan Edwards Salon, is quoted by L’Oréal as saying it has proved a hit in reaching out to consumers who traditionally would have avoided hair dye products, perhaps due to the harsh chemicals associated with them.

“Getting to know Botanēa has opened up a massive market,”​ he says. “Clients can colour their hair without any chemicals and also get an amazing result.”

Logocos Naturkosmetik

Logocos Naturkosmetik AG is a major German beauty company that led the way in pioneering natural cosmetics, particularly with its brand Logona and Sante.

The L’Oréal acquisition of the German player this summer​ confirms the global beauty giant is serious about moving forward with dominating in the naturals space.

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