Groupe Vendôme SA
| Company type | Private |
|---|---|
| Industry | Cosmetics, Personal care |
| Founded | April 2002 |
| Founder | Marcel Elias (management buyout leader) |
| Fate | Acquired by Johnson & Johnson in 2006; merged into Johnson & Johnson Santé Beauté France SAS in 2011 |
| Headquarters | Dijon , France |
| Products | Cosmetics, Personal care products (Le Petit Marseillais, Laboratories Vendome, Prim'Age) |
| Parent | Johnson & Johnson (from 2006) |
The Groupe Vendome SA was a French holding company specializing in cosmetics, headquartered in Dijon. It was founded in April 2002 following a management buyout, which was backed by a €33 million investment from the private equity firm i3. The company concentrated on personal care product lines.
Its brand portfolio featured prominent names like Le Petit Marseillais (offering shower gels, soaps, bath products, and hair care), Laboratories Vendome (specializing in skincare for sensitive skin), and Prim'Age (focused on baby care items).
In 2006, Groupe Vendome was purchased by Johnson & Johnson and later integrated into Johnson & Johnson Santé Beauté France SAS in 2011. Despite this consolidation, the Laboratoires Vendome brand continued to operate independently within the broader corporate framework.
History
The origins of Groupe Vendôme SA date back to 1919 when Lucien Monot established the pharmaceutical firm Laboratoire Monot in Dijon.
1946 – The company was passed down to Pierre Monot, Lucien’s son.
1967 – Marcel Elias joined the firm as an accountant and advanced to general manager and chairman of the board by 1972.
1976 – Leadership transitioned to Gérard Monot.
1981 – The business expanded nationally and diversified into cosmetics and personal care sectors.
1984 – The entity "Laboratoires Vendôme" was created as both a company and a personal care cosmetics brand; it also acquired the "Le Petit Marseillais" brand that same year.
1985 – "Le Petit Marseillais" debuted in supermarkets with an initial offering of three soap varieties.
1996 – The Monot family divested the pharmaceutical division, selling it to Germany’s Merck KGaA.
1998 – The cosmetics operation was divided into two distinct brands: "Le Petit Marseillais" and "Laboratoires Vendôme," with product ranges including "Prim'Age Bébé," "Classic," and "Dermatologic."
2002 – Under Marcel Elias’s leadership, a management buyout of "Laboratoires Vendôme" took place, resulting in the creation of Groupe Vendôme SA as a holding company overseeing multiple brands. At this point, personal care sales reached €121 million.
2006 – Groupe Vendôme SA was acquired by Johnson & Johnson.
2007 – Marcel Elias exited the company.
2011 – Groupe Vendôme SA merged into Johnson & Johnson Santé Beauté France SAS; however, "Laboratoires Vendôme" remained as a separate brand identity.
2016 – The company received a fine from France's Autorité de la concurrence due to involvement in price-fixing within the personal hygiene product market.
Le Petit Marseillais
Le Petit Marseillais (meaning Little Boy from Marseille) represents the largest brand under the company’s umbrella, contributing approximately 70% of total sales.
Founded in 1981 by Bernard Lengellé, a former journalist, the brand revived a traditional Marseilles soap formula dating back to 1921 and initially marketed its products through pharmacies in Vaucluse. The brand name likely draws inspiration from the now-defunct newspaper "Le Petit Marseillais."
In 1984, Laboratoires Vendôme acquired "Le Petit Marseillais" for an estimated sum between 100,000 and 200,000 francs (€15,000). The new proprietors relaunched the line into supermarket distribution channels in 1985. By 1986, the soap had secured a 6% share of the French market.
The product range expanded with the introduction of shower gels in 1989 and liquid soaps by 1992. By 1998, offerings included shower gels, bubble baths, liquid soaps, as well as items for children.
In 2003, Le Petit Marseillais launched shampoos that emphasized authenticity and natural Mediterranean origins, achieving a shampoo market share of 4.1% by the end of that year.
The brand’s marketing approach centers on "a moment of pleasure and care," highlighting delicate and gourmet fragrance pairings such as apple with kiwi or peach with apricot. It underscores natural ingredients and its Provençal heritage as key factors distinguishing it within the personal care industry.
Other brands
During the spring of 2005, the company broadened its range by purchasing the cosmetic labels Persavon, La Perdrix, and Parfumerie Bernard from Savonnerie et parfumerie Bernard.