The Cosnova group enters the French market with the cosmetics brand essence. The brand is already the volume leader in Europe, but was not yet present in the UK and France, which it is from the end of July.
In France, the brand is now available in 125 Auchan hypermarkets, with prices as low as €5 (the most expensive products are for complexion).
essence aims to be a “fun and colorful” brand, targeting young people aged 14 to 25 in theory, even if older consumers remain sensitive to the brand.
Why are petrol prices so low?
The brand does not run major advertising campaigns, but uses social networks (very popular with young people). Money is invested in product development, not in muses. 95% of products are made in Europe, which ensures product quality.
essence in a nutshell:
- 220 products on display (with 2 rotations a year: 1/4 of products change)
- over 20,000 points of sale in 78 countries
- 280 million products already sold
Overview of some products:
petrol available from the end of July in 125 Auchan hypermarkets
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