Nuxe - ETUDE DE CAS 2012

NUXE

Overview

Introduction

I. The international business structure

II. Where to operate?

III. New international growth strategy

IV. How to operate?

V. Budget forecast and estimated financial results

Conclusion

About NUXE:

• Nuxe created by a pharmacist in 1957 is leader on natural cosmetic market

→ The ownership Alicia Jarbés makes Nuxe one of the biggest skincare names in France

→ A large line of natural cosmectic products to care of the body and the face

Some date keys

• 1989: Alicia Jabès bought NUXE laboratory
• 1996: Commercial development which consisted in targeting the pharmacies to boom the sales.
• 2000: Excellence Price by Marie Claire
• 2002: Nuxe spa
• 2003: Nuxe has been expanding itself
• 2010: Nuxe created its men line of skin products

Products and services

WHO

• B to B
• B to C

WHAT

• Skin care products
• Make up
• Cosmetic oils

WHERE

• Spas (service)
• Nuxe and Beauty’s stores
• Pharmacies

WHEN

• Anytime = no seasonality

WHY

• Nature has became a new tendency

HOW MUCH

• Nuxe’s best-seller is sold around 28,65€

TACTICS AND STRATEGIES

• Quality = clinical tests and dermatological controls
• Nuxe is protected by the organization INPI
• Nuxe invents to combine « Luxe » and « Natural »
• The products are a mixuture of esthetic and biology
• Nuxe’s portofolio counts about 73 patents and 136 brands

COMPETITION EXISTING

• The suppliers:

Pharmaceutical companies

• The Buyer Power:

Pharmacies + Perfume Stores + Direct Consumers

• The rivalry:

Increasing market → important rivalry

• Substitutes products:

Important because various sectors are concerned by the bio tendency

• Potential Entrants

Multiplicity of distributors and sellers

• A perfect competition

• Competition with brands already famous
• Pierre Fabre as the most serious competitor in bio cosmetic market
• « Most Quoted Skin Care Brands by French Press »
• 1st: DIOR
• 2nd: AVENE
• 3rd: NUXE
• 4th: CHANEL
• 5th: YVES SAINT LAURENT
• Source: French Observer Press Panel Date: October 2010

MAPPING

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• Local firms（Nevskaya Kosmetika，Mirra M···）

Local firms become powerful players in the market and therefore serious competitors for multinationals in the sector. Since 1994, the number of local manufacturers has increased from 13 to nearly 200.Their products are valued locally for their natural composition, herbal and flora.

Nevskaya Kosmetika opened its own distribution network, allowing the company to meet demand more quickly, consistently and inexpensively. Mirra M also decided to open stores in all regions of Russia.

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