L’Oréal launches Ultra Doux brand in China

L’Oréal has rolled-out a new brand Ultra Doux in China for the medium-end market.

Products under the brand are priced between CNY20 and 80, reported Chinaretailnews.com.

The 43 products under the Ultra Doux range will be initally rolled-out in Wal-Mart stores, reported Globalcosmeticsnews.com.

The products will later be sold in cosmetics outlets, supermarkets, e-commerce platforms.

These products feature organic and natural ingredients in an attempt to attract eco-conscious consumers.

L’Oréal expects to replicate the range’s success in existing markets of Russia, UK, France and Germany.

Ultra Doux is a brand under Garnier, which was purchased by L’Oreal in 1985.

Following one-year of the launch, Ultra Doux expects the range to have 2.8% share in the Chinese market.

In 2014, Ultra Doux had 2.5% share in the French market.