L’Oréal inaugurates hair colour production plant in Mexico

Cosmetics manufacturer L’Oréal has opened a new hair colour production plant in Mexico, to secure its strategic position in Latin America.

The France-based firm has invested $100m, with an aim to double the production capacity in Mexico, and will supply its products to both Latin America and North America.

L’Oréal said the new plant, which is its second facility, located in Logistik II Industrial Park, in Villa de Reyes, State of San Luis Potosí, occupies 32,000 m2 space and its prime focus will be on hair colour products, besides the first plant located in Mexico City.

L’Oreal operations executive vice-president Jean-Philippe Blanpain said the firm planned to open its new production plant in Mexico, since the nation is among the most strategic countries for the firm as a key crossroad between North America and Latin America.

"To have built our largest hair color plant here shows once more our deep commitment to provide the market with superior quality products and great value "said Blanpain.

The firm claims that the new facility will aid in reaching its one billion new consumers goal in the next ten years.

It will also become part of its global strategy towards greater specialisation of production by business segment.

The plant in San Luis Potosí started operations in April 2012, with a targeted production of over 100 million units in 2013, and over 210 million in 2014 – for a total production of 400 million cosmetics units in the country including the Mexico City plant.

The facility currently manufactures hair color products for L’Oréal Paris, Garnier, SoftSheen Carson and, from 2013 the plant will produce L’Oréal Professionnel products.