Cosmetics and beauty products made with natural plant extracts have been rising in popularity in France since 2005, with revenues from such products growing as much as 30% per year. The demand for natural or ‘bio’ products has extended to personal care, as companies focused on bringing natural products mass market between 2009 and 2011. In 2012, France was declared the second largest European market for natural cosmetics after Germany.
Consumer search habits reflect the sector’s popularity. L2’s Digital IQ Index: Personal Care France found search terms including the word bio (e.g. shampooing bio) ranked among the top 50 on Google. Brands such as Dop, Klorane, and Garnier have embraced the need for certified organic and natural products with content and paid media campaigns advertising the low environmental impact of their products. Dop has bought against the search term “Shampooing Bio” with a vanity URL for their bio products. Klorane has created an eco section on its site promoting recycling and benefits of natural products. And Garnier has developed a tool where brands can move their personal care packaging to labeled trashcans.
As of now, just 47% of brands in the France Personal Care Index are purchasing against their own brand terms, and 29% have no paid search results. Taking steps to appear in bio searches is an untapped opportunity for brands that use natural ingredients.