‘Seize what you are starting’: Garnier promises ‘harder working’ brand as it leans into green science approach – SAPMENA GM

The brand recently announced that it had undergone a brand renewal​ with a new and improved line-up of products.

Along with new products, Garnier is emphasising the importance of green sciences to its research and development.

“Garnier aims to educate and empower consumers with tailored skin care solutions, powered by green sciences, to ensure maximum efficacy for Asian consumers while reducing the brand's impact on the environment,” said Roger Salhab, General Manager, Garnier, South Asia Pacific, Middle East, North Africa (SAPMENA).

“We see it across all Garnier product lines. From the proprietary Vitamin C+ blend in the Bright Complete range and the moisturising benefits of hyaluronic acid in the Sakura Glow range to the advanced micelles formulation of Garnier’s Micellar Cleansing Water, each embodying Garnier's dedication to excellence for all.”

Moving forward, Salhab said beauty consumers can expect a “harder working Garnier”.

“Advanced science, efficient formulas, gentle on the skin, more sustainable, and as always, an enjoyable and sensorial experience when you use them,” he said.

The SAPMENA region, which is home to a diverse range of consumers of all ages and ethnicities, presents multiple opportunities for the brand.

“Today, we look at that as an opportunity to be able to bring different skin innovations to cater to a myriad of skin care concerns. From an environmental angle, with more external aggressors, pollution and harsher summers, the use of Sunscreen is also very important which is a great opportunity for us too,” said Salhab.

“Over the years in my career, we have ridden multiple waves of beauty. At L’Oréal, we have a saying in French, il faut saisir ce qui commence​ – which means you must seize what’s starting. Watch the shelves in your retail stores, watch the trends our consumers are participating in and creating, spot innovations and seek inspiration from them, making them bigger and better. Because at the heart of what we do, we democratise the best of beauty.”

The Asian skin expert

Garnier has a long history in Asia. Most notably, it is the top skin care brand in South East Asia, where the brand first developed its top serum, the Bright Complete Vitamin C Serum.

The skin care market has transformed significantly over the years with the evolution of social media and life-changing events like the pandemic.

“Today’s beauty consumers are increasingly savvy. They demand products that deliver results, are easy to use, and are responsible to the planet,” said Salhab.

“The skin care market in SAPMENA is thriving, we’re witnessing everyday an influx of new brands entering the market as consumers are spending more time learning about skin care, the latest trends and product launches. As such, the Asian consumers are very knowledgeable and knows what’s best for them.”

Garnier Green Academy [Garnier]​

Against this backdrop, Garnier’s biggest strength is its long-running expertise in this region.

“Our deep understanding of Asian skin, from years of extensive research, helps us create high-quality skin care solutions formulated to meet these demands and the specific needs of our Asian consumers,” said Salhab.

“Our extensive research into Asian skin needs has profoundly shaped the way we think about our formulations. This approach ensures that we deliver high-quality skincare solutions that meet the specific needs of our Asian consumers while upholding our commitment to conscious skincare. Today, 99% of Garnier’s ingredients are vegan, and all formulas are approved by Cruelty Free International.”

Additionally, the brand tests its product on over 10,000 Asian skin types.

“Garnier's expertise in Asian skincare sets a high standard for quality and efficacy. This rigorous testing and deep understanding of diverse skin needs paves the way for new innovations within Garnier,” said Salhab.

Asia’s importance

He added that Asia was an important region for the overall L’Oreal Groupe.

“Asia is a key innovation hub for us at the Groupe because it’s where the future generations are growing rapidly. With a sizeable number of the world’s population under the age of 35 in this region, it is a great research ground to understand what the future generations are looking for.”

Garnier recently chose Singapore as the entry point for its first ever Garnier Green Academy event in Asia.

“Singapore exemplifies many values that resonate with what Garnier stands for. It blends nature, science, and sustainability, which align with our core beliefs. Additionally, as a melting pot of diverse cultures from across South Asia, Singapore serves as a significant inspiration for us. This environment encourages continuous innovation, and the creation of products tailored for Asian skin needs,” said Salhab.