Thursday, 20 January, 2022

Riding on the success of home cosmetics, Aroma-Zone opens a new boutique


After the Grande Epicerie a few months ago, here is Aroma-Zone which invests the right bank of Paris. And the address of the new boutique of this champion of in-house cosmetics has plenty of ambitions. Boulevard Haussmann: the name smacks of department stores, from Printemps to Galeries Lafayette. Between copper and wood colors, leather and wicker, the boutique’s atmosphere combines elegance and nature to immerse customers in this universe of do-it-yourself cosmetics. Not to mention an educational component to guide novices among the more than 1,800 references offered by Aroma-Zone.

It took two years of conceptualization for this store to see the light of day. But this place shows to what extent the craze for “do it yourself” has conquered the cosmetics world. The first Aroma-Zone store, opened in 2014 and located rue de l’Ecole de Médecine, sees more than 2,000 visitors per day. Better to be patient on busy days! And Aroma-Zone now has more than one million customers for a turnover up 15%, to 60 million euros in 2017 …

here is Aroma-Zone which invests the right bank of Paris. And the address of the new boutique of this champion of in-house cosmetics has plenty of ambitions. Boulevard Haussmann: the name smacks of department stores, from Printemps to Galeries Lafayette. Between copper and wood colors, leather and wicker, the boutique’s atmosphere combines elegance and nature to immerse customers in this universe of do-it-yourself cosmetics. Not to mention an educational component to guide novices among the more than 1,800 references offered by Aroma-Zone.

It took two years of conceptualization for this store to see the light of day. But this place shows to what extent the craze for “do it yourself” has conquered the cosmetics world. The first Aroma-Zone store, opened in 2014 and located rue de l’Ecole de Médecine, sees more than 2,000 visitors per day. Better to be patient on busy days! And Aroma-Zone now has more than one million customers for a turnover up 15%, to 60 million euros in 2017.

This craze for home-made products echoes the search for more natural cosmetics by some French men and women. Between endocrine disruptors and nanoparticles, consumer associations and NGOs have regularly raised the alarm on the composition of beauty products, a movement already observed in food. Result? An increased trend towards natural and organic… and homemade. “There is a mistrust, in food as in cosmetics, as to the composition of products and this leads to turn to natural cosmetics, towards ingredients taken from fruits, vegetables, etc … The kitchen is transformed into a laboratory beauty “confirms Pierre Bisseuil, research director at PeclersParis, a consultancy agency specializing in trends, style and innovation. According to him, this home-made trend is also explained by “the question of uniqueness: we seek to have unique products that meet our own needs. Finally, there is a need for experimentation which is sometimes more important than the product itself. We want to appropriate the materials. “

>> To read also: What you need to know to make your own cosmetics

“Do better while doing less”

According to a Harris Interactive survey published at the beginning of the year, making your own facial or body care, shampoo, deodorant or makeup finds its audience, especially among millennials, that is to say the 18 -34 years old. They are 15% to have already manufactured a care or hygiene product by themselves and the main reasons put forward are the choice of ingredients and their number, the control of the composition of the product, the search for a tailor-made product but also … save money. Even if the price of a homemade cosmetic depends on the number of ingredients used, Anne Vausselin, the general manager of Aroma-Zone estimated in November with Challenges that “the cost price of a homemade cosmetic is lower than the market price”. “Doing better by doing less expensive is a fundamental trend at the moment” recognizes Pierre Bisseuil but he specifies that “it is not exclusive” and that the savings thus made can also afford “a product of ‘exception”.

The pleasure of doing it yourself and saving money appear to be the first two reasons for “do it yourself” also recalls the latest ObSoCo study on emerging consumption. Because doing it yourself touches extremely diverse sectors, from DIY to growing fruits and vegetables to making clothes. Regarding the manufacture of their own cosmetics, 3% have already practiced it, 7% practice it and especially 13% do not practice it but could practice it in the future.

This trend has not escaped the Federation of Beauty Companies (Febea), which launched a campaign at the end of 2017 to recall the “good practices” of home cosmetics. And this, even if its president, Patrick O’Quin, believes that it will remain “marginal” in cosmetics due in particular to the complexity of certain recipes. Still, the breakthrough in “home-made” is very real: in addition to its two stores in Paris, Aroma-Zone is also planning to open one in April in Lyon.