Behind Sanoflore… the impact of a large group L'Oréal

Since the attractiveness and the development of the natural, bio and ethics brands I have the impression to be blamed and pointed at as soon as I consume and turn to big brands, cosmetics mastodon, but does that make me bad consumer ?

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This craze for the natural cosmetic begin maybe 10 years ago and some time later we seems everywhere the boycott and attack of large groups ubiquitous, without people even really being interested in their production, composition, based just on their basic reputation, why have so much anger ?

Source: https://www.mouv.fr/mouv-info/jarreteloreal-des-internautes-appellent-au-boycott-de-l-oreal-361653

But what is a real impact of large groups behind the buyout of smaller ethic brands?

This is what happened a bit with Sanoflore,the small organic brand launched in the 70s, which has come a long way since then, and was repurchased in 2006 by L’Oréal.

Specialized for its certified organic products and its aromatherapy , Sanoflore at the beginning, in the form of cooperative, was not really famous. Indeed the appetite for natural an organic product was not at its peak, Sanoflore just focused on its botanical garden, the quality and know how of its aromatherapy and distillation, but not really for its development and international growth.

What lead to l’Oréal to redeem Sanoflore group at this time ?

At that time Sanoflore was experiencing financial difficulties, L’Oréal sees ambition and a perspective of development and especially international development for the brand thas why

l'Oréal jumped at the opportunity instead of creating its brand from scratch, buying back the brand and expanding the research laboratory.

This repurchase, very badly perceived and criticized by many naturist and other influential women, who decide to boycott the brand, just because of the big brand, without really knowing the real impact. Indeed, when the name of the giant L'Oréal appears, it is linked to its hegemonic position, which believes in numbers and not in the well-being of consumers or the environment.

But what about suppliers, distributors, original packaging and respect of the manufacturing protocol?

This investment has been nothing but positive for the company and has finally allowed its survival, expansion and to perpetuate is organic agriculture and preserve this natural heritage.

The brand, however, retains its "small business" image, retaining its original laboratories and botanical garden in Vercors.

L'Oréal wouldn't have changed the composition of the formulas and the quality of the products, on the contrary it allows to extend & develop the brand.

Even if for some people "organic" is not limited to the actual composition of the product, free of harmful ingredients with dubious effects, but rather pay more attention to the value of the company, ethical and local but not necessarily certified.

One thing I am sure of is that I will continue to use this brand, even if the charm of the small local business of its beginnings is no longer there.

Avoid corridor noises before boycotting a brand and blaming their user :)