In the intertwined historical and modern sense of Shanghai’s Hengshan Road, witness the “new story” of Rene Furterer in China.
Recently, Rene Furterer, the top scalp care brand in France with a 67-year history as a high-end scalp care expert, unveiled the “Discover Rene Furterer” limited-time themed exhibition on Hengshan Road in Shanghai. Not only did it recreate the legendary journey of the brand for over half a century, but it also launched the new “Complexe 5” scalp essence and spa luxury care series, dropping a “depth charge” on the scalp care market.
It is worth noting that this themed exhibition marks Rene Furterer’s offline debut since the Joy Group took over Rene Furterer’s business in China.
Currently, the Chinese scalp care market is experiencing a “new turning point,” with refinement, high-end products, and effectiveness becoming the new trend. Observations show that Rene Furterer, with its innovative concepts, research and application of plant ingredients, and deep cultivation in the high-end and professional sectors, has formed a fresh “resonance” with the domestic scalp care market, bursting with vitality.
So, what is the mystery that Rene Furterer, spanning over sixty years of history, holds? What unique “answers” will it bring to the Chinese scalp care market?
Looking back over half a century, Rene Furterer relives the legendary journey of being “France’s number one.”
With nearly a thousand square meters of French-style architecture, meticulously designed time corridors, creatively adorned botanical elements, and the setup of five major exhibition areas, one can’t help but feel transported back to the legendary era that belonged uniquely to Rene Furterer.
On-site observations reveal that Rene Furterer’s foresight and revolutionary spirit are remarkable even in the long history of global scalp care. All of this traces back to the deep love that founder Rene Furterer had for plants.
Born in the southern French city of Provence, Rene Furterer, influenced by his grandmother from a young age, had a keen sense of plants and their fragrances. Growing up to become a hairdresser, he naturally connected hair growth with plants.
“Healthy hair comes from a healthy scalp, just as vibrant plants come from fertile soil.” Through long observation of nature, Rene Furterer was ultimately inspired by plants and went on to establish the eponymous brand Rene Furterer in 1957. Viewing the scalp as soil became the core philosophy that Rene Furterer carried across more than half a century.
At that time, the concept of organically connecting hair and scalp, even on a global scale, was ahead of its time. It is worth mentioning that only in recent years has the idea of “healthy scalp leads to healthy hair” gradually been understood and accepted in the domestic market, becoming an important theoretical foundation for scalp care.
This is just the tip of the iceberg for Rene Furterer’s pioneering work. Currently, the trend towards pure and natural scalp care is evident in the market, with the application of plant-based ingredients becoming popular. Rene Furterer not only originates from rare natural botanicals but is also one of the earliest pioneers of plant-based hair care products. Through leading essential oil extraction techniques and rigorous scientific formulations, it presents a scalp luxury ritual spanning over half a century.
At the exhibition site, it is noted that the “Complexe 5 Scalp Treatment” is one of Rene Furterer’s classics in the field of plant-based ingredients. This product combines natural botanicals with modern technology, undergoing six iterations over 40 years, balancing hair loss prevention and hair growth. Testing data from French and Chinese consumers showing an increase of 6270 hairs after 4 weeks has also received praise from on-site viewers, with remarks like “Rene Furterer, this data is impressive.”
Strolling through the time corridors of the “Discover Rene Furterer” themed exhibition, the number one scalp care brand in France, the number one anti-hair loss brand in France, and the top-selling anti-hair loss treatment in France for 20 consecutive years… each of these achievements exemplifies how Rene Furterer has passed the dual tests of history and the market, emerging as a leading representative brand in the global high-end scalp care market.
Today, Rene Furterer also tailors fine hair care solutions for consumers, offering a variety of luxury care series such as “Hair Growth and Anti-Hair Loss,” “Oil Control and Strengthening,” “Strength and Fullness,” “Refreshing and Soothing,” meeting consumers’ increasingly detailed hair care needs.
Two major new products are being launched, innovative solutions tailored to the needs of meticulous hair care.
This year can be described as the peak year for the hair care market, with the entry of numerous brands reflecting the enormous potential of the market. According to CHAILEEDO Intelligence data, the hair care market in 2023 reached 55.9 billion yuan, a year-on-year increase of 13.4%. It is expected that by 2026, the hair care market will exceed 70 billion yuan.
However, despite the rapid development of the market, the demand for meticulous scalp care has not been fully met. According to the CHAILEEDO “2024 Scientific Hair Care Insight” survey of over 500 consumers, more than half of consumers experience issues such as oily hair and hair loss, with 34% and 27.2% of consumers respectively facing scalp itching and hair splitting problems.
With over sixty years of deep cultivation and insight in the scalp care race, Rene Furterer deeply understands that Chinese consumers have an urgent need for meticulous scalp care solutions.
The so-called “the scalp is an extension of the face.” In maintaining skin barrier function, controlling oil, and preventing inflammation, the scalp and facial skin have common needs. At this themed exhibition, Rene Furterer prominently presents two new products tailored to the needs of meticulous hair care, showcasing its strong product development capabilities.
Among them, the Rene Furterer Spa Luxury Care series, which helps dry and brittle hair “transform its destiny”, combines shea butter extract from the African desert with skincare-grade ceramides to moisturize dry hair from the core, nourishing and moisturizing while locking in moisture. It also contains the precious ylang-ylang essential oil, which not only softens the hair but its rich and concentrated fragrance can also soothe the body and mind.
Additionally, the new technology in the hair growth and anti-hair loss series, the “Little Green Spray” scalp essence, innovatively developed to address issues such as fine and easily broken hair, itchy and reddened scalp, nurtures hair follicle health from the root. It not only contains the same origin ingredients ATP and Brazilian ginseng from the Three-Phase Family to help activate and clear scalp follicles but also introduces the soulful ingredient, Egyptian blue water lily, targeting inflammatory factors from the root, improving the scalp barrier, reducing redness and oiliness, reshaping scalp vitality, and strengthening hair from the root.
In fact, Rene Furterer has always maintained a rigorous scientific spirit in hair care and product development. For example, since 1957, Rene Furterer has created a scientific hair care method, which involves first assessing the health of the scalp and then customizing a hair care plan based on the test results: scalp conditioning, deep cleansing, and nurturing with radiance.
In the dynamic year of 2024, Rene Furterer welcomes a “resonant” moment in China.
This year marks a significant advancement for Rene Furterer in the Chinese market.
It is reported that starting from January 2024, Joy Group and Pierre Fabre Group have established a long-term strategic partnership, with Joy Group taking full responsibility for all Rene Furterer brand operations in China, including marketing, sales, and channel management.
CHAILEEDO’s analysis reveals that since joining forces with Joy Group, Rene Furterer has been very active in the Chinese market this year, demonstrating profound market insights and strong initiatives through measures such as refreshing the brand image and restructuring the product line.
In May this year, Rene Furterer officially announced that renowned actress Zhao Liying has become its new brand ambassador. As one of the most influential national actresses with broad appeal across different age groups and a strong fan base, Zhao Liying’s high-quality and approachable personal image undoubtedly helps to broaden Rene Furterer’s reach to a wider consumer audience, rejuvenate the brand image, and inspire a more vibrant vitality.
Furthermore, this year, Rene Furterer has showcased its premium scalp care products at the 2024 Consumer Expo and the 29th Chinese Medical Association Dermatology Conference, presenting star products for anti-hair loss, oil control and strengthening, volumizing and enriching, further enhancing the brand’s professional image.
It is worth noting that this year marks the tenth year of Rene Furterer’s formal entry into the Chinese market. From department store counters to launching on Tmall, Rene Furterer has maintained a sharp focus on the market. Eric Ducournau, CEO of Pierre Fabre Group, publicly stated that Rene Furterer’s performance in the Chinese market has surpassed that of its home country of France, making China the brand’s largest global market.
In terms of philanthropy, Rene Furterer continues to demonstrate the warmth and power of its brand. Since 2021, Rene Furterer has collaborated with the Golden Ribbon in Guangzhou for the “Hair of Love” charity project for four consecutive years, providing customized wigs free of charge to girls aged 3-17 who have lost their hair due to cancer, helping them regain confidence and smiles.
From announcing a new brand ambassador to hosting offline themed exhibitions and launching new products, Rene Furterer’s pace in the Chinese market is accelerating. It can be said that the “new story” of Rene Furterer in China is just beginning.
