Henkel's Diadermine to launch line targeting Millennials

By

Sarah Ahssen

Translated by
Benjamin Fitzgerald

Published
Dec 14, 2017

While skincare has been the driving force behind the health and beauty industry for a long time now, even the ever-popular face and skin products -- lead by anti-ageing creams -- aren't immune to a decline in cosmetic consumption being witnessed today.

In light of this, and in a bid to attract new consumers, Diadmermine, the skincare brand specialising in anti-ageing, is eyeing Millennials with its new line, Hydralist.

Launching next January, Hydralist will unveil four products for younger women, such as a night mask and a fine moisturising mist (approximately 10.70 euros), and both are centred on one defining promise: to protect the skin from urban dehydration.

In May 2018, the line will grow within the beauty aisles of major retailers with the arrival of three masks, packaged in sachets for one-time use (1.95 euros). All the products are positioned to be highly sellable, given that in 2016, both hyper and supermarket sales grew 40%, to 9.3 millions euros.

With the urban line, the Henkel-owned German brand looks to attract the ultra-connected Millennials, those aged 25-35 years old. In debuting Hydralist, which will 100% digital communication to promote it, Diadermine has linked up with Diane Ducasse, founder of womenswear brand Da/Da. 

The cutting-edge label, which has recently joined the Designers Apartment (the showroom supported by France's Haute Couture and Fashion Federation or Fédération de la Haute Couture et de la Mode), is considered a rather unexpected alliance for Hydralist, given it's a cosmetic product line set for mass world distribution.