From March 2024, discounts on hygiene and beauty products will be capped at 34% in supermarkets. Guillaume Bonnefont/IP3 PRESS/MAXPPP
Limiting promotions on shampoos and detergents from March 2024 could cause sales to plummet.
The shampoos at -70% and the “monster promotions” on laundry packets, it’s almost over. The Descrozaille law, definitively adopted on Wednesday, caps the discounts that distributors have the right to practice on cleaning, hygiene and beauty products sold in supermarkets at 34%.
The brands fought the measure to the end. Since the vote of the EGalim law in 2018, which limited promotions to 34% on food products, they had become used to attracting their customers by means of much stronger promotions on these products. Three-quarters of the products in the maintenance, hygiene and beauty department display discounts of more than 34% in the prospectuses, according to the firm Circana (ex-IRI). 52% on average on toothbrushes, 51% on diapers or 50% on dishwashing liquids.
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