Le Petit Marseillais Lands Stateside

Le Petit Marseillais is sailing into the U.S. market. Parent company Johnson & Johnson started rolling out product earlier this year and is launching an exclusive collection with Wal-Mart this month. In France, the brand is a hit. According to Nielsen, Le Petit Marseillais was the number-one body wash brand in France last year with a 17 percent market share. Johnson & Johnson is hoping it will have a similar popularity Stateside. “Given the popularity [here] of things that are French, we think consumers are going to embrace it,” said Dawn Kidd, senior marketing director at Johnson & Johnson. After acquiring the brand in 2006, Johnson & Johnson focused on rapid expansion throughout Europe. Le Petit Marseillais is now available in 23 European and Middle Eastern markets, its biggest aside from France being Russia, Turkey and Switzerland. “Now that we’ve really developed the brand fully [in Europe], we’re really looking to make it big in the U.S.,” Kidd said. Le Petit Marseillais is rooted in an ingredient story that takes inspiration from Provence, featuring regionally inspired scents such as Lavender Honey and Orange Blossom. Natural ingredients such as aloe, argan oil, marine minerals, beeswax, sweet almond, Mediterranean algae and olive oil are utilized in

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