Nuxe rolls out rose-based facial cleansing line

By Kacey Culliney contact

- Last updated on GMT

Nuxe's Very Rose facial cleansing line is positioned as eco-responsible and vegan (Image: Nuxe)
Nuxe's Very Rose facial cleansing line is positioned as eco-responsible and vegan (Image: Nuxe)

Related tags: Nuxe, rose water, Fragrance, Travel retail

French beauty brand Nuxe has developed a line of facial cleansing products made with rose floral water, working with natural fragrance specialist TechnicoFlor for the scent.

The ‘Very Rose’ line, rolling out across travel retail locations, includes a make-up remover oil and milk, a toner and micellar water, a cleansing gel mask, cleansing mousse and exfoliating lotion. The vegan-friendly formulas are 100% botanical origin and made using rose floral water extracts to be both “gentle and effective”, ​Nuxe said. Positioned as an eco-responsible line, the rose floral water used in the formulations was obtained through steam distillation of whole roses, the company said.

Flower power – perfume has a ‘major role’

French fragrance firm TechnicoFlor had worked with the brand to develop a rose scent for the line.

“Perfume has a major role in the composition of creams and cosmetics, participating to the sensorial power of a range,”​ TechnicoFlor said. “Nuxe is one of the brands who has understood this, with it’s numerous ranges made with addictive fragrances.”

Irène Farmachidi, group perfumer at TechnicoFlor who worked on the rose floral fragrance, said rose was an emblematic ingredient in perfumery, embodying femininity, sensuality and softness.

Farmachidi said that, for Nuxe’s Very Rose range, she had created a “pure and natural”​ scent that was “fresh and full of water”, ​blended with sweet white musk and woody notes.

Travel retail hard hit amidst COVID-19

Travel retail – important for plenty of beauty and personal care brands – was hit hard by international travel bans implemented at the beginning of the ongoing coronavirus (COVID-19) crisis, and beauty and personal care had struggled especially from such closures. Proctor & Gamble referenced global travel retail closures as a significant contributing factor to the net sales shrink seen for Q1 2020 across its beauty business​, for example.

Marion Bruimaud, travel retail director at Nuxe, said that whilst the current market environment remained tough, the best way to support retail partners was to continue with the development of new products. And once travel bans were lifted and business resumed, Bruimaud said Nuxe was confident customers would welcome its latest facial cleansing line.

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