Welcome, Guest [Sign In]

January 2007 - Strategy Magazine
Special report: Brand Diaries

Garnier Nutritionist: the making of a brand
In Europe, century-old brand Garnier is king. But the line of hair and skin care products needed to credibly launch its latest offering, Nutritionist, into the comparatively green Canadian market, which it entered just six years ago. Snoop through the brand's launch diary entries to learn how it was done.

by Karen Mazurkewich
page 44

Garnier, a division of Paris-based L'Oréal, is like a "battle horse" in Europe, says Marcus Owtram, product manager of Garnier Canada's Skin Naturals, able to launch products with immediate credibility. Not so in Canada. "Here, we only have had a year to pitch consumers on our skincare line," he says.

Having somewhat cemented its place in the hair care category with Fructis, Garnier launched its Skin Naturals skincare line in January 2005. After just a year, the line, which now includes 16 SKUs, grabbed a 4% market share in its category. Here, the company prepares to launch the latest extension, Nutritionist.

Early 2005

* The global Garnier team meets in Paris to give regional honchos a head's-up on Nutritionist. Owtram attends. HQ is eager to market the brand as a separate franchise. Since Nutritionist uses natural ingredients it can be positioned around health.

July 2005

* Nutritionist launches in the "Europe 5" countries - France, U.K., Germany, Italy and Spain. HQ develops its global launch pack spelling out the brand's DNA: Skin is one of the last organs in the body to benefit from the nutrients you consume. Garnier's promo materials suggest Nutritionist "feeds the skin" by delivering omega 3, 6 and magnesium in its creams.

* To distinguish itself from other Garnier products, the Nutritionist packaging is made distinctively black - a colour meant to signify technology and innovation.

November 2005

* The Canadian team flies to Paris again to discuss the launch. Consumer feedback in Europe indicates there is confusion about the concept of "nutrition for the skin," and how omegas and magnesium work. Julie Gauvin, Garnier account director at ZenithOptimedia (Garnier's media agency for almost a decade) is still confident that Nutritionist can be a "key hero product."

"It comes at a time when people are more concerned about wellness and feeding their skin," she says.

* The Canadian office is offered new products: day and night moisturizers, an eye cream and an SPF line.

Nov. 15-Dec. 15, 2005

* Owtram and the Montreal research team test the concept behind Nutritionist in the local market. "People associate Garnier with the Fructis [shampoo] and recognize the styling products, but don't naturally associate it with skin care," says Gauvin.

* Garnier surveys 163 females 25-45 across the country who use moisturizer daily to determine whether consumers understand the alliance of nutrition and dermatology, and whether the packaging is appealing. Focus groups are also held in Toronto and Montreal. The answer comes back loud and clear: Simplify the message.

* The issue of credibility also emerges. Garnier renews Muriel Howden's contract. Howden is a seasoned Québécoise aesthetician who will participate in in-store campaigns and TV advertorials. "Garnier is distributed on the shelves, not at beauty counters," says Gauvin. "So we needed an agent of education."

Quick Search