French consumers care about what goes into their beauty products, and leading brands are responding with ingredient transparency.
Skin care brand NUXE gets higher visibility when “bio” is added to the name of its bb crème, according to Gartner L2’s Digital IQ Index: Beauty France. And on Amazon France, the skin care category is dominated by product titles with words like “organic” and “jojoba oil,” reflecting how brands are optimizing their titles for the platform’s search algorithm.
Between 2017 and 2018, the number of brands with ingredient information on their French sites increased. Brands like MAC Cosmetics and Mugler, which don’t highlight product ingredients on their otherwise identical US product pages, make sure to do so on their French pages.
Garnier’s French site has a strong focus on ingredients and natural products. The homepage encourages shoppers to search the ingredient library and for one skincare line, Garnier even features an interactive tool highlighting the properties of each ingredient.
The brand also includes natural and ingredient terms in product titles and descriptions to optimize for search queries, taking advantage of this growing trend.