Market development. (cosmetics industry in France)

In the past couple of years, many beauty companies have launched makeup lines in

France with varying degrees of success. Benetton introduced Beaute Benetton, a surprisingly sober range packaged in black; Cacharel added its user-friendly Beaute Cacharel, targeted to a young client; Clarins debuted Multi-Eclat, formulated to fight the effects of pollution on the skin; and Nina Ricci unveiled the colorful combination makeup and skincare Le Teint Ricci.

Last year, total selective distribution makeup turnover in France totalled almost 1-4 billion FF (approximately $259 million at today's exchange rates), wholesale, according to the Federation des Industries de la Parfumerie, which compiles industry statistics. This figure is up 4.5% from last year. It seems, though, that a handful of powerhouse brands garner most of the sales, while the rest are left languishing on the sidelines.

Carita, the famous Parisian hair salon and treatment institute, has recently relaunched its long-suffering makeup line. Maquillage Carita, originally launched in 1965 and modified several times without great results, has been repackaged and re formulated. The new line has been halved in size from …