By  on November 19, 2007

PARIS — Nuxe wants to build on organic growth.

The French natural pharmacy brand plans to tap the burgeoning market for organic treatment by introducing a seven-unit face and body oil brand dubbed Bio Beauté by Nuxe this month.

"There is huge consumer demand," said Aliza Jabes, Nuxe's founder and president, adding organic beauty products are no longer favored only by avid green consumers. "More and more women want certified organic products. They also want pleasant fragrances and elegant packaging."

With that in mind, Bio Beauté by Nuxe ("bio" means organic in French) products are packaged in lacquered recyclable glass bottles, designed to have a modern edge, and fragrances were concocted using plants and essential oils by Grasse, France-based fragrance company Expression Parfumée.

In a nod to Nuxe's heritage — its best-selling product is Huile Prodigieuse, a multiuse oil for the face, hair and body — Bio Beauté's lineup comprises four oils for the face and three for the body. The oils are deemed to be moisturizing and have antiaging properties.

Reading like a recipe, ingredients include oils from peaches, olives and avocados, plus plant extracts from daisies, sunflowers and jojoba.

The oils were obtained using cold extraction processes in order to maintain the potency of their active ingredients, which include essential fatty acids like omegas 3 and 6 plus omega 9, explained Nadine LeConte, Nuxe's head of development and perspectives.

Some components, such as sesame and Kalahari melon oils, were sourced via fair trade agreements. Jabes said future additions to the lineup will include creams and emulsions.

Packaged in plum-colored bottles, facial oils come in Hydrating, Soothing and Clarifying blends, which can either be used alone or mixed with a moisturizer. Each 30-ml. flacon, which comes equipped with a pipette, will retail for 25 euros, or $36.65 at current exchange. The line also includes a 100-ml. bottle of Make-Up Remover for 19.50 euros, or $28.60. The body oils collection, which is packaged in almond-hued bottles, includes Relaxing Massage Oil, for use before or after sporting activities; Nourishing Body Oil, meant to moisturize dry skin, and Firming Body Oil, for all skin types. Each body oil will retail for 22 euros, or $32.25, for 100 ml.Jabes noted she decided upon an accessible price positioning in order to be in line with the Nuxe brand.

"Just because it's organic doesn't mean it has to be expensive," she said.

Jabes hopes to ensure Nuxe's share of the organic and natural beauty segment, which Organic Monitor estimated weighed in at $1.5 billion in Europe in 2006, by stringently adhering to, and going beyond, certification requirements.

While the collection is certified by the French labeling organization Ecocert, which requires that 10 percent of ingredients be organic, Bio Beauté goes further and at least 80 percent of its formulas are organic, according to Cecile Debievre, Nuxe's marketing director.

While executives declined to comment on sales estimates, industry sources estimated Bio Beauté would generate more than 5 million euros, or $7.3 million, in retail sales in its first three months.

Single-page advertising will bow this month and feature the silhouette of a woman's face and the tag line, "When the world is more organic, women are more beautiful."

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