French cosmetics giant L’Oréal is planning a global launch for its new range of body lotions, Plenitude Body Expertise, this autumn.
The move into body lotion is a first for the L’Oréal brand, which includes haircare, make-up and facial skincare products, and will put its products in direct competition with the body lotion giant Nivea.
The six-product range, which will include an anti-cellulite cream, will be aimed at the upper end of the mass market.
The launch of Plenitude Body Expertise will initially take place in the French, US and German markets, followed by the rest of the world. Specific details of the new products’ launch in the UK and European markets have yet to be announced.
A spokeswoman for the company says: “Our positioning will be more premium than Nivea – something like Clarins. L’Oréal Plenitude will be positioned as a range of spa products to be used at home.”
In the UK, the creative and media accounts for the L’Oréal Plenitude ranges are handled by Publicis and Universal-McCann, respectively.
This week, the cosmetics company reported an increase of 26.3 per cent in its net profits to 587.1m (£360m) in the first half of 2001, compared with 465m in the same period last year.
L’Oréal makes brands such as LancÃÂ´me, Maybelline, Redken and Helena Rubinstein. It also makes fragrances, including the Ralph Lauren and Giorgio Armani brands.