NARTA - 'Toute la journée fraîcheur Narta'

Narta is a range of products from L’Oréal Groupe, which was created in 1909 by an Alsatian chemist, Eugène Schueller, and specialized in production and commercialization of cosmetic and beauty products. The group started with the production of a hair color (L’Auréale), a success in the years 1900, and then expanded over the years by launching several body cares, facial cares, hair products, cosmetic and beauty products,… It’s in this perspective that LASCAD was created in 1948, as an entity of the Consumer Products Division in France of the L’Oréal Group, specialized in hair and skin care. A portfolio of 18 brands with the positioning ‘Invent the best for all’. Narta was one of them.

Narta introduced the first antibacterial deodorant for women in spray bottle in France in 1969 (‘Narta Atomiseur Fraîcheur cologne’), simplifying and modernizing the traditional gesture that was to use cologne on the armpits. Narta became the number one in deodorants in France. The first deodorant of the brand still seduces women as much today, with more than 2 million products sold each year. Another ‘Best Of’ of the brand is the spray bottle for women ‘Fraicheur Florale’, created in 1998, with around 1 million products sold each year. The brand also launched the first deodorant for men in 1996: ‘PRINTIL’.

First deodorants of the brand, for men and for women

Publicity for Narta 'Fraicheur Cologne' - 1988

Narta offers a complete range of antibacterial or anti-perspirant formulas. It is a leader in the market in France in terms of volume and value thanks to strong positions on the women’s market (Number 1) and the men’s market (Number 3). It is in 2010 that the brand Narta is ranked leader on the market of deodorants for women in France, with 17,2% of market shares in value, and 16,3% of shares in volume.

The brand’s vision is to free women and men from the worries due to perspiration, so that they can feel perfectly confident for the whole day. It’s position is to be the deodorant expert that offers the best of effectiveness to stay fresh all day. The values of Narta are: Freshness, efficiency, reliability (reference of the deodorant), femininity, spontaneity, liberty, dynamism, and happiness. Its competitors are Nivea, Rexona, and Dove for women’s deodorants ; Nivea and Rexona represented the competition for men’s deodorants for a long time, and now there is also Axe.

For more than 40 years now Narta’s innovations have given rhythm to the market of deodorants, the brand must constantly offer new innovative concepts to stay a leader on the market. A few examples of these innovations:

• 1991 > Anti-perspirants
• 1998 > Roll-on anti-perspirants
• 2004 > Launch on the segment of anti-mark deodorants, with the spray-on deodorant ‘Invisible’
• 2005 > Launch on the segment of care, with ‘Bio-Efficacite’, and on the segment of high freshness for men, with ‘Nord Extreme’
• 2007 > Launch on the segment of care for sensitive skins, with ‘Dermo Renov’
• 2010 > Alum stone deodorants
• 2011 > Invention of the 3rd generation of deodorants with ‘Resixyl’ efficient for 72 hours
• 2012 > First anti-ring patch to stick on clothes
• 2013 > Launch of ‘Bacti Pur’, first deodorant with an active antibacterial and purifying zinc

Sources:

http://www.lsa-conso.fr/

http://www.lascad.fr/

http://www.narta.fr/narta-40-ans-d-innovation.html

Stephanie Julien