Très appréciée pour sa transparence, la naturalité de ses produits et leur efficacité, la marque Les secrets de Loly connait une croissance exponentielle sur le marché des produits capillaires. Retour sur la success story de cette marque éco-responsable française, dédiée aux cheveux texturés !
Le début des secrets de Loly
En 2009, la marque voyait le jour, grâce à sa fondatrice Loly, de son vrai nom Kelly Massol, passionnée par les cheveux au naturel et les cosmétiques home made.
Mais avant cela, tout a commencé en 2005 avec le blog bouclesetcotons.fr et un forum sur lesquels Loly partageait des conseils pour aider les femmes à accepter et prendre soin de leurs cheveux texturés (ondulés, bouclés, frisés et crépus) au naturel. Cette initiative a rencontré un franc succès puisque Loly a réussi à créer une communauté de plus de 100 000 membres.
Loly a ensuite eu envie d’aller plus loin en créant 4 ans plus tard, sa propre marque éco-responsable pour proposer des produits naturels et de qualité à toutes les personnes aux cheveux texturés.
De quoi révéler le meilleur de vos boucles !
Une gamme de produits éco-responsables
Les cheveux texturés ont des besoins spécifiques et ça, Loly l’a bien compris puisqu’elle a toujours pensé et créé ses produits elle-même.
Pour répondre à ces besoins, cette marque éco-responsable repose sur un concept précis : proposer pour chaque type de cheveux, des routines adaptées en 4 étapes : nettoyer, démêler, hydrater & nourrir.
Pour nettoyer, la marque propose 3 shampoings : le Perfect Clean, le Sunshine Clean et le Bubble Dream. Pour démêler, la gamme comprend l’après-shampoing Pink Paradise. Pour hydrater, le client pourra choisir parmi différents produits à savoir : le leave-in conditioner Curl Nectar, la gelée bouclante Boost Curl (à appliquer après le leave-in pour bien définir les boucles) ou encore les Smoothies (laits capillaires disponibles en 3 parfums). Pour nourrir, la marque propose la crème nourrissante Magic Twist et le Sérum Croissance.
La gamme comprend également des produits complémentaires pour répondre à des besoins plus précis comme les masques Repair Time et Tropical Detox ou encore le spray Cocktail Curl Remedy.
Concernant la composition, les produits de la marque sont à base d’actifs naturels, sans matières issues de la pétrochimie, ce qui leur permet d’être respectueux de l’environnement, de la peau et des cheveux.
Les produits sont donc formulés sans : sulfate, silicone, alcool, huile minérale et ne sont pas testés sur les animaux. Toute la gamme est vegan (à l’exception du Curl Nectar qui contient du miel) et certains produits sont certifiés Ecocert comme le Sérum Croissance et le Tropical Detox.
Tous les packagings sont recyclables, y compris les bouchons. Ces packagings colorés renvoient directement aux côtés fun et assumé de la marque car c’est ça les secrets de Loly : jouer avec la texture de ses cheveux !
Pour livrer ses produits, la marque utilise systématiquement des colis en carton recyclé.
Si la marque cible en priorité les femmes, les produits peuvent être utilisés par tous les membres de la famille y compris les enfants. En effet, la marque leur a dédié la gamme « mes premiers secrets » dans laquelle on retrouve le shampoing Bubble Dream, l’après-shampoing Pink Paradise, le Smoothie senteur ananas et la crème nourrissante Magic Twist.
La stratégie de la marque
La marque adopte une communication claire et transparente, ce qui lui permet de placer le consommateur et sa confiance au cœur de ses préoccupations.
Le partage et l’écoute sont également des éléments clés dans la stratégie de la marque et c’est pourquoi, sa communication est principalement digitale, ce qui lui permet d’être au plus proche de sa communauté, comme Loly le faisait avec son blog et son forum.
Sur les réseaux sociaux de la marque, on va donc retrouver des tutos ainsi que des conseils et astuces pour utiliser la gamme de produits. La philosophie de la marque est d’évoluer en adéquation avec les besoins de sa communauté c’est pourquoi, elle n’hésite pas à adapter son offre en conséquence (ex : élargissement de la gamme, retravail des packagings).
La marque opte également pour une stratégie d’influence et de partenariats. Les influenceuses aux cheveux texturés sélectionnées partagent les mêmes valeurs que la marque puisqu’elles prônent elles aussi, la beauté des cheveux au naturel.
Ces collaborations donnent naissance à des offres limitées comme les boxes de Noël ou encore la création de supports de communication. En effet, en novembre 2020, Loly avait collaboré avec 5 influenceuses : La petite Gaby, La Belle Boucle, Mariecooles, Armelle Brown et The Pretty Usmu pour réaliser une campagne d’affichage dans le métro parisien ainsi qu’un spot télévisé diffusé sur TF1, M6 ou encore W9.
Côté distribution, la marque opte pour une stratégie sélective. Il est possible de se procurer les produits Les secrets de Loly dans plus de 750 points de vente parmi lesquels on va retrouver des salons spécialisés pour les cheveux texturés comme le Bar à Boucle, des concepts stores ou encore des grandes enseignes comme Monoprix.
Et vous, vous connaissiez déjà les Secrets de Loly ? 😊
Si vous êtes sensible à la cause environnementale, n’hésitez pas à jeter un œil à notre rubrique focus green ! 🌿
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