1. Marketing Division
Group Technico Flor
May 2012

2. Global Fair Trading market worth!
= €4.36 billion and growing by 27%!
(one third in UK)!
2010 – Figures from Fairtrade International!
The Fair Trading market in cosmetics is modest, compared to the FT market as a whole, where
food and textiles predominate.!
Although the numbers are hard to come by, there is no doubt at all:!
Numerous cosmetics and fragrance brands want to go down the Fair Trading road.!
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

3. Fair Trading Cosmetics MarketPanorama des
Brand Overview
Our survey focused on the main brands in the target fast-growing Fair Trade cosmetics
markets
• United States!
The world’s biggest cosmetics market by value!
• Europe including focus on the United Kingdom!
Most exciting and buoyant market
• France and the rest of Europe
France, world’s largest cosmetics market by spend per household. Huge potential
for Fair Trade cosmetics.!
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

4. Method
Available sources of information:!
− Products / packaging!
− Websites!
− Press (articles or press releases)!
Marker of Fair Trading products market: private labels!
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

5. UNITED STATES!
The United States is the world’s largest cosmetics market by value.!
Many brands already have Fair Trading products!
in their product mix!
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

6. Committed market leader !
Toiletries – Savon / Soin corps!
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

7. Only one Fair Trading product in range!
Face care!
Body care!
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

8. Brands with no communication focus on Fair Trading!
EDT!
Cleansing - Hair care!
Face care – Body care !
Make-up – Air Fresheners!
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

9. Brands openly making ethical claims!
Cleansing – Soap / Body care! Face ! Face Soap! Cleansing !
Soap! Body care Hair! Soap / Body care!
Body care!
Hair !
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

10. REMEMBER!
US market in very earliest stages of development!
− Most big brands are not in FT market!
or only there in restricted ranges!
− Undeveloped communication!
− One label only is well known — Fairtrade International!
It works in food and cosmetics but isn’t “organic” !
Brands are keen on Fair Trading for its potential!
to differentiate their products.!
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

11. EUROPE
Focus on United Kingdom!
In our Europe review as elsewhere, we concentrate!
on main brands!
Main brand profiles give the UK market its stature.!
It’s more advanced than any other.!
We’ve identified these main brands. They’re blazing a trail !
which other new brands are rapidly picking up on.!
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

12. EUROPE UK
World’s best known Fair Trading brand!
The Body shop communicates broadly and extensively on its
commitment to Fair Trading.!
Uses FT alcohol for its toilet waters!
NB: no certification of Fair Trading as such!
Fair Trading sources shown in product compositions!
Community Trade Programme:!
The Body Shop demonstrates concern over its suppliers’ status!
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

13. EUROPE UK
Cleansing for
Supermarkets Soap /
Body care Face care!
Toilet Waters!
Makeup!
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

14. EUROPE UK
Brands openly making ethical claims!
Cleansing – Soap! Body care! Cleansing - Soap!
Body care! Body care! !
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

15. EUROPE UK
Comprehensive ranges / Comprehensive and 100% FT ranges!
Cleansing - Soap
Body care! Face care - Body care! Cleansing - Soap!
Body care – Fragrance !
Face care ! Supermarket Cleansing –
Soap!
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

16. EUROPE UK
Fair Trading versions of standard product lines!
Body care!
Face care! Face care!
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

17. EUROPE UK
Fair Trading boom in retail outlets!
Body care!
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

18. REMEMBER!
Fast-growing UK market!
− Many brands, but above all the market leader, The Body Shop!
− First signs of real interest from retail brands (M&S)!
− Extensive web communication!
Fairtrade International Label has high profile, moving from food into
cosmetics, but “organic” isn’t the priority yet!
=> Steadily growing market, in response to attractiveness of Fair Trading
in eyes of UK consumers.!
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

19. France
And rest of Europe!
Burgeoning market in Free Trading cosmetics has spurred
the launch of many new products ranges or brands.
They are more or less committed to Free Trading and more
or less driven by the ethical profile of their communication
strategy.!
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

20. FRANCE & EUROPE
Body care!
Face care!
Cleansing – Soap
Toiletries – Hair Make-up!
Air Fresheners!
terre d'Oc!
The only French brand to
offer such a range of
diverse Free Trade
products.!
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

21. FRANCE & EUROPE
Very strong commitment shown by leading brands!
Body care! Body care!
Face care!
Body care!
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

22. FRANCE & EUROPE
Historic commitment by key brands!
Body care – Face care
Cleansing - Hair!
Cleansing - Hair!
Cleansing for
Body care – face care! Body care – face care!
Supermarkets !
Body care!
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

23. FRANCE & EUROPE
Free Trade communication intimately linked to “organic” concerns!
Body care – Face care ! Body care – Face care ! Body care – Face care !
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

24. FRANCE & EUROPE
Established brands committed to Fair Trade trend!
Body care – Face care! Cleansing - Hair! Face care – Body care!
Body care!
Cleansing - Hair!
Make-up!
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

25. FRANCE & EUROPE
Plethora of well-known and
up-and-coming brands !
bring a new wealth of choice to
cosmetics and fragrance products
sourced from Fair Trading.!
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

26. FRANCE & EUROPE
Savonnerie!
Du Midi! Body Care Cleansing – Hair
Cleansing - Soap! Supermarket Cleansing - Soap !
Air Fresheners – Eeau de Toilette Eau de Toilette! cleansing products!
– Cleansing - Soap!
Body care!
Body care – Face care
Cleansing - Hair – Body care – Face care
Supermarket Cleansing Body care – Face Care Cleansing - Hair !
Body care – Face care! and Care Products! Cleansing - Soap! – Air Fresheners !
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

27. REMEMBER!
France & Europe, expanding marketplace!
Featuring a plethora of brands – some blockbuster, some niche!
- One better-known label for Fair Trade focused cosmetics: ESR!
- Organic the way into the market: ESR, Bio Equitable, Nature et progrès!
- Structured and recurrent sourcing of volume sales of products such
as karite or argan!
- Niche sourcing of products such as essential and other oils!
- French specialty: “bio-solidarity” – sourcing from organic local producers!
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

28. REMEMBER!
- Testing the market: “limited edition” launches of product ranges!
- Packaging or website communication:!
Frequently, exclusive value is placed on a single brand component!
ex. L’Occitane (Karite)!
- Corporate Social Responsibility for branding and brand communication:!
terre d’Oc : developing numerous new product sources,
Fair Trade purchasing!
- “Narrative” contains more “soul”:
focus on human values for living and enjoying!
FAIR TRADE COSMETICS MARKET BRAND OVERVIEW– MAY 2O12!

29. Fair Trade Fragrances and Cosmetics!
- Expanding market driven by consumer interest in natural and organic
products, including awareness of the value of local sourcing (“bio solidarity”
France).
Brands committed to sustainable development and Corporate Social
Responsibility:!
Brands want to demonstrate that !
Fair Trading = Responsible Purchasing!
Innovative sourcing must be supported, because it offers higher quality raw
ingredients
- Brand differentiation => leverage for innovation and distinctive positioning
in international markets
- Ethical and meaningful approach => an incentive to loyalty and commitment
from associates in the business venture and from customers and suppliers !

30. CONTACT TECHNICO FLOR :
PARIS/LEVALLOIS - Tel. +33 (0)4 13 94 00 00
technico-levallois@technicoflor.fr
This document explores the market trends.
The trademarks and logos found for information purposes in this study are property of their respective owners
May 11, 2012