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Wednesday, June 24, 2015Market

Pregnant women: a category of cosmetics that is putting on weight!


New players, more and more targeted skincare, relaunching of the Maternity range by Mustela, introduction of Palmer’s and Biolane in supermarkets… The market of cosmetics for pregnant women has been growing constantly since the beginning of 2015. Has it become essential? Here is an ultrasound of the situation in France.

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Some have chosen to stay away from them, maybe to better go back to them, like L’Occitane en Provence or Melvita, which have put an end to their Mum & Baby ranges.
But on the whole, cosmetics brands are increasingly positioning themselves on the small skincare market for pregnant women, which counts more and more players, references, and types of products. All distribution networks are involved, whether pharmacies or supermarkets, online and direct selling, and products range from organic-labelled references to items imported from the United States, Brazil, or the United Kingdom.

If it is the body – stretch marks ahead of firmness, bust skincare, and massage – that is favoured by almost all brands positioned on this segment, the perineum can only be massaged with Weleda, Pranarôm, Natalia , or Néobulle . And the pregnancy mask can only be prevented with Bioderma and Daylily , gingival pain with Neo’Mum toothpaste and the Inava Maternité toothbrush, and the intimate area with Omum . Only Téane has decided to try perfumes, an extremely sensitive product in the mothers-to-be category.

Mustela, leader in pharmacies

Honour to whom honour is due! Mustela was the first brand to develop a complete range of beauty …

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