We were warned: “
Don't go to Aroma-Zone on a Wednesday, unless you like crowds!”
» Listening only to our courage, here we are, in the heart of the Les Halles shopping center in Paris, on a Wednesday afternoon.
Inside said store, a swarm of young people (and a few slightly lost over-20s) crowd into the queue, which winds its way to the checkouts.
“
I need flaxseed, coconut oil, shea oil, sweet almond oil… Oh, and argan oil!
», lists a teenager to her friend, who, after her shopping, plans to abandon her daily revision to devote herself to her beauty routine.
Read alsoSephora, the new Wednesday extracurricular activity
Not far away, a boy asks a saleswoman for advice about his problem skin, a little ashamed of giving in so easily to the lure of cosmetics.
Everyone has their smartphone in hand, glancing at TikTok from time to time.
On the Chinese network, shopping recommendations are legion, the hashtag #Aromazone has 170 million views.
With more than 2,000 references and 3,000 DIY recipes, this brand, founded in 2000 in Clermont-Ferrand by a chemist and his two daughters, has established itself as one of the leaders in natural beauty.
“
In 2023, we have recruited more than a million new consumers and, since January, we have seen an increase of more than 70% in our customers.
Which is completely crazy!
», Confirms Sabrina Herlory Rouget, CEO of Aroma-Zone.
Plum and oatmeal cleansing oil, €7.95 and Papaya and Vitamin C enzymatic cleansing powder, €6.95 from Aroma-Zone Aroma-Zone
How can we explain this success in such a competitive beauty industry?
“
We have always made it a point of honor to respond to very specific needs, hitherto very little addressed by our competitors, whether these are products for the scalp that are both treatment and non-abrasive or “CBD oil
,” she continues.
Addressing these confidential segments allows us to recruit customers who, once familiar with the brand, move on to other product categories.
» At Les Halles, in the baskets that day, there were between three and ten items: vegetable coloring, body oil or even hyaluronic acid serum (a bottle is sold every ten seconds) known for its anti-aging properties. and yet popular with teenagers!
Word of mouth
Aroma-Zone owes its new status as a social phenomenon to those under 30 who are ultra-savvy on the subject of beauty.
Like Lucie, 24 years old.
“
I remember hearing about it from YouTubers, in recipe tutorials for natural hair masks to make at home,
” specifies this fan of neutral bases, which allow her to create her tailor-made treatments.
Same story with two customers aged 18 and 19, who say they learned about the brand “
via the networks
”.
“
50% of our new customers say they came through word of mouth
,” confirms Sabrina Herlory Rouget.
Last advantage, and not the least among Gen Z: the price, accessible to all budgets.
Count on €6.95 for 30 ml of concentrated glycolic acid serum and €11.95 for 50 ml of anti-hair loss serum... regularly out of stock.