Eau Thermale Jonzac strengthens positioning of organic dermo-cosmetics

The skincare brand, founded by the Léa Nature group in 2011, has grown 38% over the past five years. The company, which is sold in specialist organic stores, pharmacies, now wants to highlight its dermo-beauty technology expertise by expanding its presence in pharmacies, revamping its visual identity and redesigning its anti-aging series.

Driven by the dynamic hygiene and beauty market, which is particularly strong in the pharmacy channel, getting 10.2% value growth in 2023, the Eau Thermale Jonzac brand maintains growth of 38% in 2019 despite slower sales in the organic market . Over the past five years, turnover was €22 million and expected turnover in 2027 is €40 million.

Against this background, the company is directing its products towards the dermocosmetics sector, especially in pharmacies.

"We have embraced all norms for dermatology and we are moving the shelf positioning from organic products to the dermatology pharmacy department," says Elie Saad, Sales Director.

"Dermatologists feel very comfortable knowing there is a product that offers the same efficacy and safety as other dermocosmetic brands, but there is an additional argument and that is naturalness. This is what is driving pharmacists to change their shelves." continues Fanny Spriet, Director of Cosmetics Communications.

Eau Thermale Jonzac currently has 4,000 points of sale in France, including 1,600 pharmacies, and plans to reach 3,000 in the next two years.

The brand's positioning combines three key elements: Jonzac thermal water and its benefits for the skin, naturalness that 99% of ingredients are of natural origin and certified organic, and dermocosmetic norms. In order to better adapt to this world, they began to revamp their visual image in 2023.

"We want to raise awareness of our technical expertise and efficacy through recognized market norms to fully express our dermocosmetic positioning," says Fanny Spriet.

New product designs are currently being rolled out across all ranges, along with improved communication visuals. "We still have great potential to increase brand awareness and attract new consumers, especially through investment in communications." the director added.

Over the past 13 years, the brand has developed product lines for all types of skin concerns, including skin rejuvenation and atopy. It has also positioned itself in the anti-aging space with the Sublimactive range, which was created in 2012 and now completely revamped with new formulas and test results.

The concept of the 2024 version of the Sublimactive range is based on a dual action on wrinkles and the microbiome, powered by a patented complex called Thermal Microbiome, it combines postbiotics, Lactobacillus acidophilus and Jonzac Thermal Water to support skin microbial balance, along with red algae for its anti-wrinkle properties. The Sublimactive Daily Care consists of six products: Serum, Rich Cream, Light Cream, Night Cream, Eye Cream and Micellar Water, available in small and large sizes. Pharmacies will support the launch with a series of actions, as well as TV and digital campaigns, starting on 23 April.