Intermarché eyes growth via own brand beauty offering

French supermarket chain Intermarché has launched an own-brand make-up range under its existing beauty and hygiene label, Labell Paris. There will be 83 products in the range, with prices ranging from u2.90 to u7.30. It includes products for eyes, lips, face and nails, all of which are made in France and Italy.

A new report produced by market researcher BVA and commissioned by Intermarché has shown that one quarter of French women purchase make-up in supermarkets. A further 84% of French women have less than u30 a month to spend on make-up, while half of all respondents said their budget was between u5-u20 per month. Not surprisingly, the price of a product was the most important consideration for 54% of those questioned.

Intermarché expects to make u5m in turnover this year from the new range.