Following the sale of the Sanaflore brand last October, L’Oréal is continuing its rationalization by ceasing to market the Decléor brand within its Dermatological Beauty division. This strategy aims to focus on complementary dermatological brands, aligned with the international business model of the world leader in Beauty.
L’Oréal continues to streamline the brand portfolio of its Dermatological Beauty division. After selling the natural cosmetics brand Sanaflore to Sergio Calandri and Ekkio Capital in early October, the world leader in the beauty industry is ceasing to market Decléor.
“The success of the L’Oréal Beauté Dermatologique division is based on a strategy and business model centered on the internationalization of complementary dermatological brands prescribed by healthcare professionals,” said L’Oréal. “Under these conditions, the division has decided to focus on the dermatological brands in its portfolio and has decided to stop marketing Decléor.”
In February 2014, L’Oréal had acquired the Decléor and Carita brands from Japanese cosmetics group Shiseido for 230 million euros. At that time, both brands had been integrated into L’Oréal’s Professional Products division. Decléor was then transferred to the dermatological beauty division and Carita to the luxury division.
Created in 1974 under the name Cleor, a name retained until the 1980s, Decléor is an aromatherapy brand focusing on essential oil-based products widely used in spas. This positioning differs considerably from that of other brands in L’Oréal’s Dermatological Beauty division, such as CeraVe and La Roche-Posay.
Sale of the Sanaflore brand
This rationalization strategy had already been highlighted in early October, when L’Oréal sold the Sanaflore organic cosmetics brand to Ekkio Capital, a French investment fund specializing in SMEs in the health and beauty sector, and to Sergio Calandri, founder of the Inula group. Inula is renowned for its natural therapeutic approaches, and its portfolio includes brands such as HerbalGem and Biofloral. The amount of the transaction was not disclosed.
“Sanoflore is now independent again, with new management, new shareholders and new ambitions. We are delighted to welcome the Laboratoire Sanoflore research and formulation teams, who have developed a unique range of organic face care products. We are also recruiting around 30 new employees in all other functions”, said Sergio Calandri.
Acquired by the L’Oréal group in 2006, Sanoflore posted sales of 2.9 million euros in 2021, a performance well behind that of the division’s leaders.
“The group’s strategy is to acquire brands and, sometimes, to dispose of them, in order to maintain a portfolio of strong, complementary brands to enable us to prosper over the long term,” the group had said.
Focus on dermatology
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Featured photo : ©L’Oréal Dermatological Beauty
