Beauty Diary: Woolies selling luxe-for-less beauty brand Châlon Paris
A new Woolies product is proving very popular among shoppers, with some describing it as “insane” because it costs just $10.
You’d have to spend more than $10 to get to Paris – but for the same price, you can experience the scents of the city’s famous perfumeries in the beauty aisle at Woolies.
Entrepreneur Jaimee Lupton, the mastermind behind affordable haircare brand Monday, has just launched a “premium hand and body care” brand called Châlon Paris.
Its products, think silky hand washes and moisturising body lotions, have been “luxuriously fragranced” by a leading Parisian perfumer.
But unlike a bottle of fancy perfume, or an expensive trip to the French capital, the products cost just $10 a pop at Woolworths.
Ms Lupton, who is able to keep costs down for consumers by “producing at scale”, said she decided to expand into affordable hand and body care because she knows “luxe-for-less” is what Aussie consumers want.
“I saw a lack of luxuriously fragranced hand and body care at mass and wanted to make beautifully scented, stylishly packaged products, that are both accessible and attainable,” she told news.com.au’s The Beauty Diary.
“Hand and body care especially has become a real focus for consumers, and we’re seeing the ‘skinification’ of the body care category in a similar way that we saw with haircare ingredients and products previously.
“With Châlon, we have worked hard to refine our premium formulations to contain only high-quality, functional ingredients such as hyaluronic acid, along with sustainably sourced fragrance and essential oils.”
After her success with Monday Haircare, which is now sold in 40 countries after launching in Coles in March 2020, Ms Lupton said she realised consumers want value without compromising on quality across every aspect of their lives.
“Our approach with Monday really demonstrated that people have an appetite for a premium product and modern values,” she said.
“I believe everyone should be able to experience luxury in their everyday – and that good design and high-quality formulations shouldn’t only be available to those who pay a premium for them.
“Châlon’s line takes an elevated approach to its design, fragrance and ingredients, but will be available at an accessible price point and with major retailers around the world.
“It is also Leaping Bunny approved.”
Despite only landing on supermarket shelves just a few weeks ago, shoppers have already been snapping up the products.
“Early on, we knew fragrance would be at the very core of the Châlon brand, so we worked with Parisian perfumer Alexandre Freile to refine hero scents,” Ms Lupton shared.
“To me, a signifier of a luxury beauty product or fragrance is experiencing the fullness of its scent through top, mid and base notes, and to cement this with Châlon, we’ve incorporated a unique fragrance technology that means the products release double the scent molecules over time.”
One social media user wrote they were “already loving the product” on Instagram, while another agreed the hand and body washes were “so good”.
“These are insane,” one raved, as someone else mused: “Love it.”
The range is currently available in three scents at Woolies stores: Rose & Sandalwood, Lavender & Chamomile and Mandarin & Basil.
“We know our customers are looking for value and being able to have a bit of luxury at home which is why we’re delighted to range Châlon Paris, body wash and hand wash,” a Woolworths spokesperson said.
“After just a few weeks on shelves, the range is already proving to be a hit, with the most popular scent being Rose and Sandalwood.”
Châlon isn’t the only new brand Ms Lupton has launched recently, with the beauty mogul revealing she has several other brands we have in the pipeline too.
“We recently launched Osāna Naturals in the US and New Zealand, and later this year will launch a line of haircare created for different hair types, called Being, with Walmart in the US,” she shared.
“There’s also a Gen Alpha beauty and body care range, along with a haircare brand we’ve developed with a celebrity hairstylist, so watch this space.”