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L’Or\u00e9al<\/strong> continues to streamline the brand portfolio of its Dermatological Beauty<\/strong> division. After selling the natural cosmetics brand Sanaflore<\/strong> to Sergio Calandri and Ekkio Capital<\/strong> in early October, the world leader in the beauty industry is ceasing to market Decl\u00e9or<\/strong>.<\/p>\n <\/p>\n “The success of the L’Or\u00e9al Beaut\u00e9 Dermatologique division is based on a strategy and business model centered on the internationalization of complementary dermatological brands prescribed by healthcare professionals,”<\/em> said L’Or\u00e9al. “Under these conditions, the division has decided to focus on the dermatological brands in its portfolio and has decided to stop marketing Decl\u00e9or.”<\/em><\/p>\n <\/p>\n In February 2014, L’Or\u00e9al had acquired the Decl\u00e9or and Carita<\/strong> brands from Japanese cosmetics group Shiseido<\/strong> for 230 million euros<\/strong>. At that time, both brands had been integrated into L’Or\u00e9al’s Professional Products division. Decl\u00e9or was then transferred to the dermatological beauty division and Carita to the luxury division.<\/p>\n <\/p>\n Created in 1974<\/strong> under the name Cleor<\/strong>, a name retained until the 1980s, Decl\u00e9or 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’Or\u00e9al’s Dermatological Beauty division, such as CeraVe and La Roche-Posay.<\/p>\n <\/p>\n <\/p>\n This rationalization strategy had already been highlighted in early October, when L’Or\u00e9al sold the Sanaflore<\/strong> organic cosmetics brand to Ekkio Capital<\/strong>, a French investment fund specializing in SMEs in the health and beauty sector, and to Sergio Calandri<\/strong>, founder of the Inula<\/strong> group. Inula is renowned for its natural therapeutic approaches, and its portfolio includes brands such as HerbalGem and Biofloral<\/strong>. The amount of the transaction was not disclosed.<\/p>\n <\/p>\n “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”<\/em>, said Sergio Calandri.<\/p>\n <\/p>\n Acquired by the L’Or\u00e9al group in 2006<\/strong>, Sanoflore posted sales of 2.9 million euros in 2021<\/strong>, a performance well behind that of the division’s leaders.<\/p>\n <\/p>\n “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,”<\/em> the group had said.<\/p>\n <\/p>\n <\/p>\nSale of the Sanaflore brand<\/h2>\n
Focus on dermatology<\/h2>\n
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