L’Oréal’s acquisition of Logocos Naturkosmetik AG in the bag
Logocos Naturkosmetik AG is a German beauty company which is said to have been a key pioneer in the natural cosmetics trend.
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.
With this acquisition, L’Oréal plans to expand the sales of Logocos Naturkosmetik brands internationally, the company confirms.
“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,” Alexis Perakis-Valat, President of L’Oréal’s Consumer Products Division, said when the acquisition plans were first announced.
As Reuters reports, L’Oréal aims “to expand sales of the German company’s brands internationally, and especially in western Europe.”
The acquisition comes following L’Oréal’s sale of The Body Shop last year, following the UK-naturals pioneer’s struggling performance in recent years.
The move suggests L’Oréal hopes Logocos Naturkosmetik will offer a more sound investment in the coming years.
Logona and Sante: two key brands
Two of Logocos Naturkosmetik’s key brands in its portfolio are Logona and 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.
L’Oréal will no doubt hope to build on this wide appeal, as premium continues to outperform the mass market for growth in Europe, while consumer remain price sensitive when it comes to natural beauty.