Laboratoires Filorga develops abroad
Laboratoires Filorga’s goal for 2015: end the year with a turnover of 60 million euros. The anti-aging specialist is meanwhile accelerates its international presence, particularly in the US and in China.
Acquired in 2006 by Didier Tabary, who has notably developed the brand Bourjois in Latin America, South Korea and Italy, Laboratoires Filorga has already enjoyed an average growth rate of 30% over the last seven years. To maintain its momentum, the company, which was founded in 1978 by Dr. Michel Tordjman, now intends to expand abroad.
Launched in 2007, the brand Laboratoires Filorga offers beauty products (skin peeling treatments, hyaluronic acid injections…) sold in pharmacies and drugstores, as well as Skin Perfusion products aimed at medical spas. It generates 55% of its sales outside of France.
The company aims to consolidate its international presence with the creation of two new subsidiaries in Poland and Portugal in January 2016 and 2017, respectively. But beyond Europe, the company expects growth especially in the Middle East, the US and Asia.
In the US, Laboratoires Filorga opened an office in Miami in January. The company has also signed a distribution agreement for its anti-aging brand with the retailer Nordstrom.
Already present in Asia in Singapore and South Korea, Filorga also aims to conquer China, currently opening an office in Hong Kong. To gain a foothold in the country, the brand is focusing on e-commerce, investing in sites like Taobao (Alibaba Group). It also plans to design products tailored to the Asian market.
It is worth noting that in France, where the average product price is somewhere between 40 to 50 euros, Laboratoires Filorga is boosting its presence to the public with its first publicity and press campaign, which began in January. For the campaign it is partnering with Marionnaud, which exclusively distributes the brand in France, according to Marie-Caroline Renault (formerly at L’Oréal and Carrefour), who was named director of Laboratoire Filorga brand in September 2014.
Beyond Laboratoire Filorga’s development, the company is also making plans for SVR, the dermo-cosmetics brand it purchased in 2014. The latter is distributed in pharmacies and drug stores with a similar positioning to Vichy and La Roche Posay. In order to develop SVR in China, the company has signed a contract with AS Watson (the Chinese owner of Marionnaud among others).
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