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Groupe GM, Yves Rocher Launch Olive-Infused Amenity Line

PARIS—A universal symbol of peace, the olive also seems a fitting ingredient for Yves Rocher’s new amenity line, Olive Petitgrain, created for a relaxing night’s stay. Working in partnership with Groupe GM, an international amenities provider, the French beauty company has infused the olive and the essential oil of petitgrain into a full range of bath products designed for guests to savor the pleasures of nature (les plaisirs nature).

“The choice of this new line was decided hand-in-hand with the Yves Rocher team. They launched their new range of Plaisirs Nature’s bath-time products and the Olive Petitgrain was unanimously chosen to become our new Yves-Rocher amenity line,” said Laurent Marchand, CEO of Groupe GM. “It’s such a pleasant fragrance, floral and invigorating at the same time. We though it would be the perfect treat to help hotel guests relax and empty their minds for a calm and peaceful moment.”

The amenity line comprises shampoo, conditioner, shower gel, body gel and paper-wrapped soaps. All of the products are enriched with olive extract and some contain moisturizing ingredients such as Aloe vera, sweet almond oil and Shea butter. In addition to being plant-based, the amenities also are aligned with Groupe GM’s focus on eco-friendly products and come in recyclable plastic bottles.

“The formulas are highly concentrated in ingredients from natural origin; it contains more than 96% of ingredients from natural origin,” said Marchand.

Groupe GM has had a licensing agreement with Yves Rocher since 1992, long before it became en vogue for hotel brands to have this type of reach. “The first Yves Rocher amenity line was launched 25 years ago. It reflects the idea that Yves Rocher has always been a visionary and was always ahead of its time,” said Marchand. “Nowadays all the brands want to have their own amenity line—even when they are not a cosmetic brand. It has become so important. It’s one of the best showcases for a brand.”

The partnership has had other hits, according to Marchand, including the citrus line from the Un Matin au Jardin collection. They’ve also branched out to develop an accessory line—shower caps, cotton buds, vanity sets, etc.—to match the hotel amenities.

“It is a very fresh, citrusy fragrance presented in a long slender bottle,” he said. “Over the years, we’ve offered hoteliers different scents, always picked among Yves Rocher’s best-selling lines. One of them was the organic oats line from Les Plaisirs Nature bath collection.”

As for new ingredients or scents, Marchand is taking a wait-and-see approach in terms of the partnership’s future product releases.

“As of right now, we just launched the Olive Petitgrain line and also have the citrus line available. We will see in the future if we add a newcomer,” he said. “The hotel sector is more conservative than the retail world and it is best to stick with universal and unisex fragrances. It cannot be too feminine or too masculine.”

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