Since its creation in 1876, Henkel has been a family business that has, over time, developed into an international group. The group, founded by Fritz Henkel, is present today in 125 countries, has 53,000 employees, and markets 750 brands worldwide.
In 2007, Henkel earned 13.07 billion Euros in revenue through its three business sectors: detergents and cleaning products, cosmetics, and consumer and professional adhesives technology. Almost a century after its creation, Henkel decided to set up operations in France in 1967 and now has 1800 employees in this country. Since its establishment, the group has increased its turnover by 40%, to around 840 million Euros in 2007.
Cosmetic activity: The Henkel Group holds the third position on the French market by achieving a turnover of 243 million Euros, which represents a 10% market share. The German group has also expanded through the acquisition of several brands, including Schwarzkopf in 1995, which is a hallmark of the segment thanks to the number of years it has been a part of the market (founded in 1898).
It is true that at the beginning of the twenty-first century the brand figured among the market leaders. It manufactures and sells all types of haircare products (color, care and styling). Schwarzkopf has long aimed mainly at professionals, but this policy has now changed and many of its products are intended for mass distribution.
The brand is trying to penetrate the youth market by selling products such as the range of got2b styling gels. This brand of gel created by the group in 2000 in the United States was sold on the Old Continent in Germany and Austria in 2004. The product range was introduced in France in 2005.
According to INSEE, at the beginning of 2010, France was home to approximately 64.7 million inhabitants, 62.8 million in France and 1.9 million in overseas territories. In one year, the population grew by 0.5%, about 346,000 additional people. Young people represent 24.7% of the population.
In the wake of the 30 Glorious Years, France has emerged as a consumer society with a major role being played by adolescents and young adults. The media have an important role in this society, because they can convey messages that trigger a purchase.
Advertisers have made teenagers a prime target as they represent an important market. Everything is targeted at making the consumers more compliant, including the hype surrounding a particular product (television, radio, print, internet, billboards). Over the span of sixty years, cosmetics slowly stopped becoming a product exclusively used by the wealthy social class and began to filter down the lower strata of society. The popularity of these products have been due to changing lifestyles and fashion with each new generation.
Consumption of cosmetics by an adolescent is a real rite of social inclusion and can often be attributed to peer pressure, the need to conform to the society's ideal of attractive'. Based on this, cosmetics companies often use marketing techniques that imply covertly that its non usage would engender exclusion from the social group.
Tags: cosmetics market in France, the Henkel Group, marketing policy of the got2B range
[...] We cannot say that these are products that "snapped". Conclusion hypothesis # The vast majority of consumers of got2b (approximately say that they are sensitive to fashion. However, respondents do not perceive got2b range as a real fashion "accessory". Thus, for young people, it is important to be fashionable, but these products do not allow them to be so. Schwarzkopf has missed the mark because the brand has not succeeded in making its range a range which is close to fashion. [...]
[...] It can be seen that 76% of respondents use styling gel. It is therefore interesting to see how people use these 76 products from Got2b. Thus we see that 31% of respondents use got2b products. This result is interesting because it shows that almost a third of people who use styling gels use got2b products. Thus, one may think that the brand is steeped in youth consumption. However, we must ensure that the consumer is actually common to measure the impact of products on the young. [...]
[...] There is no relationship between the location of residential respondents and consumption of got2b. Indeed, the variation of responses is rather low. It is therefore impossible to say that the place of residence plays a role in consumption, the presence of the products among people is almost equal everywhere. We must also ask whether consumption varies with the activity of respondents: We note that half of college students use got2b products. However, the number of colleges is not necessarily very representative because it is low. [...]
[...] Energy and climate: Climate change is one of the global challenges of our time, because it is a complex environmental issue. The manufacture of products such as in a large industrial sector is not particularly a cosmetic generating greenhouse gas emissions unlike energy consumption and emissions of carbon dioxide that are more important. Thus, manufacturers are focusing on creating products and technologies that have a high energy level. Climate protection is achieved through the more efficient use of energy resources in the world. [...]
[...] In 2007, the cosmetic industry rose by compared to 2006 with a profit, growing steadily over the past forty years. The cosmetics and perfumery sector employs approximately people in addition to employees of subcontractors and distributors, representing approximately of the jobs in France. Henkel: a dynamic cosmetic sector: The cosmetic range of 840 million Euros turnover achieved in France and 23% of 13.07 billion Euros of turnover achieved by the group in the world in 2007) includes Henkel hair care products, body and skin (shampoos, styling products, skin creams . [...]
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