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Superga Beauty’s Cosmeurop site bets on fragrance made in France

Pascale Ruchon
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Superga Beauty’s Cosmeurop site bets on fragrance made in France

© Stéphane François - Visual Expand

As a subcontractor specialized in the production and packaging of beauty products, Superga Beauty has high hopes for the sector. Its Cosmeurop factory in Strasbourg, acquired from L’Oréal last year, is helping the supply position itself on today’s buoyant perfume market.  

Superga Beauty is tapping into the burgeoning fragrance market, which is seeing vibrant growth worldwide. In line with its localized production strategy, the company invested €20m between 2019 and 2021 in the beauty sector and now operates six factories in northern France. Three of these are specialized in fragrance, including Cosmeurop, a factory in Strasbourg acquired from L'Oréal in April 2021. The industrial flagship of the Clarins group for more than 20 years, Cosmeurop was part of L’Oréal’s acquisition of the Mugler and Azzaro brands. The site was a good fit for Superga, as it was looking for additional manufacturing capacity and the ability to process large runs.

"I believe in the potential of made in France, the leading exporting country for beauty products," affirms Superga President Leslie Bréau-Méniger, “and we want to attract international brands who value this label.”

In a few months, the supplier will install a robotized line for miniature bottles at Cosmeurop. Bréau-Méniger explains that hybrid formats of 10, 20 and 30ml are developing, particularly in the US and China. Indeed, international markets are a priority; Superga Beauty operates three subsidiaries in China and India that up to now have been mainly dedicated to sourcing and in June 2022 it opened a sales office in Dubai to cover the Middle East.  

Stéphane François - Visual Expand

Aiming for a diverse brand portfolio

The site’s primary objective is to target brands with diverse profiles with its "agile industrial model, network, capacity to anticipate volumes and respond overnight to a request," explains Anne-Sophie Motelle, General Manager for Industry and Trade.

Initially focused on a single client, Cosmeurop illustrates this shift by diversifying towards new brands with a "fabless" positioning. It also means growing Superga Beauty's full-service activity, which includes the creation of customized formulas or products.

The factory can produce up to 3 million liters of fragrance and fill 30 million products per year with its 22 production lines, which are heavily automated and computer-assisted. The site covers all stages of production, from the reception of packaging components and raw materials such as fragrance concentrates to bottling and packing. Other operations include maceration, glazing and filtration to make the perfume more stable, coloring secured by software and verified by the human eye and olfactory control.

Stéphane François - Visual Expand

Of the 11 filling lines, four are automatic. Equipped for pump crimping, the site also has expertise in screw pumps, as Mugler was a pioneer in refills with its Angel perfume fountains, which are still manufactured on site.

Stéphane François - Visual Expand

Superga Beauty is a division of Superga Invest, a French family group also active in transport and logistics for luxury brands. Its annual turnover a turnover of 150 million euros, including more than 100 in beauty.

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