Make-up colors challenge the gags and count on the Chinese market

Make-up colors challenge the gags and count on the Chinese market
Make-up colors challenge the gags and count on the Chinese market

Colors range in hundreds in the factory of the French group L’Oreal for high-end makeup, from purple, crimson, orange or cherry, proving that lipstick and makeup products are still essential even in the era of masks.
In Lasignes, in the northern French province of Loise, the factory produces pink lipsticks for Valentino’s launch in 2022. Like its rival, Hermès, the brand is also into cosmetics, which are a kind of luxury product for consumers.Besides, other models are manufactured at a mechanical rhythmic pace, before being shipped all over the world.

The Corona pandemic has led to a decline in cosmetics sales due to the stone. In France, sales of selective beauty products in the first eight months of 2021 decreased by 20% compared to 2019, according to the “NBD” group, which has, however, noticed a recovery since last May.

Emmanuel Guichard, director general of the Federation of Beauty Companies, explained that trends, however, vary by market. While growing in the West a trend to not make-up under the title “No Make-up”, the editor-in-chief of “Journal de Luxe” Eric Brion noted that “China has suffered much less from the shrinkage of the makeup market, and the same trend does not apply to simplicity.”

The French cosmetics sector relies on international markets, which account for 60% of its sales.

Overseas exports constitute 98% of production in Lasigne, and a third of these exports are destined for Asia.

This factory never stopped working, even at the height of the pandemic, according to its director, Olivier Bodino.

“We are almost back to the level of production we reached in 2019,” he added, noting that the factory will soon resume production seven days a week to meet the increasing demand.

“China took off again in September 2020,” Bodino, an optimist for a better future, said.

“In this area we are expected to have a good year,” Emmanuel Guichard said. “The very significant growth in cosmetics exports to China is offsetting the decline in consumption in the world.”

In order to cater to the luxurious tastes of Asian markets, the French factory in La Seigny has recently launched two new ultra-modern production lines. This €3 million investment allows it the flexibility to cater to special orders on occasions such as the Chinese New Year.

The production of one line per hour is between two thousand and three thousand tubes of lipstick, and sometimes more. The color is called grapes, and it is first heated before pouring into its can. It is a compound of about twenty raw materials that impart a sweet smell in the factory.

Large combinations of colors are created, not necessarily known to anyone but an expert in this field. The new Valentino lipstick will be available in 50 shades.

Mascara is made a little further, and the palette of colors used is limited, while another part of the factory is devoted to powders on the face.

In total, the factory offers 1,700 products, some of which are more difficult to manufacture than others, such as square lipstick. “It required exhausting effort,” said Olivier Bodenau.

Achieving growth takes effort, even if it means making red, heart-shaped lip pencils, as L’Oreal recently did for Valentine’s Day in China.

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