Return of mega promos on soap powder and other hygiene items proposed in new French bill

‘Mega’ promotions could return to supermarkets in France for hygiene and beauty items, if a new government bill goes ahead, one year after these items were limited to deals of no more than 34% off.

MPs Stéphane Travert (former Minister of Agriculture, and from ruling party Ensemble) and Julien Dive (from centre-right party Les Républicains) tabled a proposed law to this effect on Thursday, February 13.

They suggest revoking the rule that limits promotions on hygiene and beauty products to 34% off. “This measure will help support households in a context of high inflation on everyday consumer products,” the MPs say.

The MPs also say that - in contrast to promos on food items - reducing the cost of hygiene products via ‘mega-promos’ does not cause problems for manufacturers, the sovereignty of production, or farmers. 

Before the 34% cap was introduced on March 1, 2024, some supermarkets had previously sold hygiene and beauty products - such as washing powder, shampoo, moisturiser, toothpaste, and cotton buds - at promotions of as much as 80% off.

Discussions on the bill are set to begin within a month in the Assemblée nationale and Senate.

Read also: Why now is good time to stock up on hygiene products in France

‘Absolutely essential’

Frank Rosenthal, retail marketing expert, told BFMTV: “When you consider that more than half the population is €10 away from making ends meet at the end of the month when it comes to shopping, it is absolutely essential to restore purchasing power to the consumer with spectacular promotions.”

Some supermarket bosses were against the promotions cap when it came into force a year ago, believing that it only made sense when it was intended to protect farmers. Caps on food product promotions had already come into force from January 1, 2019.

“It's unbelievable,” Michel-Edouard Leclerc, president of supermarket giant E.Leclerc, told FranceInfo in November 2023. “We started with an agricultural law to protect farmers’ incomes and we end up with fewer promotions on nappies.”

Read more: What is France's EGalim law and why does it matter to farmers?
Read also: Which supermarkets in France have the most offers, deals and promos?

Criticism

However, some manufacturers are against the return to larger promotions. 

They claim that big money-off deals could end up lowering prices overall throughout the year, and arguing that supermarket prices have already dropped recently, meaning that purchasing power is not as stretched as it has been.

Nicolas Facon, director of consumer companies association l’Institut de Liaisons des Entreprises de Consommation told FranceInfo: “We have [already] seen a further 2% drop in prices [since last year]. This means that people in France have regained €300 million in purchasing power.”

Read also: Purchasing power in France set to improve in 2025
Read more: How lower inflation rate is affecting food prices in France