LUXURY BEAUTY

“ A major year,
entering the New Luxury era ”

Nicolas Hieronimus
President Selective Divisions

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THE NEW
LUXURY PARADIGM

+7.1%

L’Oréal Luxe
sales growth(1)

+11.6%

Make-up
sales growth(1)

(1) Like-for-like.

INTERVIEW HIGHLIGHTS

How would you describe 2014?

2014 was another year of outperformance, with L’Oréal Luxe growth at +7.1%(1), in a selective beauty market that remains buoyant. We are winning market share in each of the major world regions, especially in Europe, China and the United States. The luxury sector is experiencing a paradigm shift: traditional luxury, heavily associated with brand heritage and craftsmanship, is now being melded with New Luxury, characterised by digital presence and immediacy.

What were the Division’s growth drivers this year?

It was a year of major advances for L’Oréal Luxe. We made some remarkable breakthroughs in make-up, demonstrating our incredible ability to innovate. In women’s fragrances, we have a string of successes, such as “La vie est belle”, Sì and the Intense version, Black Opium, Bonbon and Midnight Romance. Both these categories achieved double-digit growth in 2014. In addition, our alternative brands – URBAN DECAY, CLARISONIC and KIEHL’S – experienced a real boom.

What are the challenges for tomorrow?

The first challenge is to continue to step up our digitalisation strategy. E‑commerce, at +33.6 %(2), is driven by the quality of our brand websites and the activity of our distributors. Our investments in digital media are also rising sharply. Digital media offer our brands a new way of interacting with their consumers. The digitalisation of our business model is guided by three pillars: Commerce, Content and Community.

(1) Like-for-like. (2) Like-for-like, including distributor feedback and L’Oréal estimates.

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MAKE-UP
DRIVES GROWTH

GIORGIO ARMANI

EYE & BROW MAESTRO
BY GIORGIO ARMANI

Invented backstage at fashion shows, it is the first multi-purpose eye make-up cream

YVES SAINT LAURENT

BABY DOLL KISS & BLUSH
BY YVES SAINT LAURENT

A one-step routine for lip and cheek colour

Lancer la video

urban decay

NAKED PALETTE
BY URBAN DECAY

More than 5 million units sold in 2014(1)

SHU UEMURA

DRAWING PENCILS
BY SHU UEMURA

An eye-liner crayon which can be used as an eye liner or eye shadow

In a particularly dynamic market, make-up spearheaded the growth of L’Oréal Luxe in 2014. This category is strategically important for the Division, and is a focal point for the creativity and modernity of its often trend-setting brands.

More

Driven by innovations, new looks and digital media, L’Oréal Luxe make-up has strong momentum: double-digit growth for YVES SAINT LAURENT and GIORGIO ARMANI, and a significant contribution to the category’s performance from URBAN DECAY. The two expert make-up brands, URBAN DECAY and SHU UEMURA – in the midst of a revamp – stepped up their point-of-sales presence in 2014.

(1) In sell-out.

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ALL THE
MAGIC OF LANCÔME

As its 80th anniversary drew near, LANCÔME demonstrated the modernity of its vision of beauty, embodied by new ambassadors Lupita Nyong’o, Caroline de Maigret and Lisa Eldridge. For this long-established brand, 2014 was a year of re-enchanting consumers.

LUXURY

Symbolising the brand’s modernity and its rise in luxury, the new sales areas and counters – inspired by the Maison Lancôme concept store – offer consumers a unique experience as they discover the world of LANCÔME and its iconic products. The first two openings, which took place in China and then in France, will be followed by more than 50 new boutiques worldwide in 2015.

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FEMININITY

Throughout the world, LANCÔME celebrates all women in their uniqueness and infinite diversity. By choosing Lupita Nyong’o as the new face to express the quintessence of LANCÔME femininity, the brand established its commitment to this conception of beauty.

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SUCCESS

As the top seller in France(1), number 2 in Europe(2) and number 4 worldwide(3), the success of « La vie est belle » continued. LANCÔME extended the Visionnaire range with the launch of Visionnaire Crème, and innovated in the mascara segment with Grandiôse and its swan-neck wand technology, which was awarded the Prix d’Excellence de la Beauté Marie Claire 2015(4). These innovations are aimed at winning new consumers in the three key categories: fragrances, skincare and make-up.

(1) Source: Women’s fragrance segment, NPD France panel, 2014 market share value. (2) Source: Women’s fragrance segment, aggregate NPD France, Italy, Spain, UK and IRI Germany panels, 2014 market share value. (3) Source: Women’s fragrance segment, aggregate NPD France, UK, Spain, Italy, US and IRI Germany panels, Generation Travel Retail, Segmenta Latin America, Asia Beauty Research (China, Japan, Hong Kong, Taiwan, South Korea), 2013 market share value. (4) Source: Prix d’Excellence de la Beauté 2015, Marie Claire, January 2015.

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SUCCESS OF THE
GREAT DESIGNER BRANDS

NEW
YOUTHFULNESS

SÌ
TO A GOOD YEAR

THE ALTERNATIVE BRANDS,
SYMBOLS OF NEW LUXURY

KIEHL'S

URBAN DECAY

CLARISONIC

More

This jewel in the L’Oréal Luxe crown, acquired in 2000, continued its worldwide success story. Thanks to its unique business model and its point-of-sales service – embodying some of the selective channel’s best practices – the New York brand posts strong growth year after year. Drawing on its emblematic products, and launches such as Hydro-Plumping Re-Texturizing Serum Concentrate in 2014, KIEHL’S offers customers effective formulas with highly concentrated natural ingredients.

+23.1% SALES GROWTH(2)

L’Oréal Luxe’s latest recruit URBAN DECAY – the trend-setting brand for make-up addicts – recorded the highest growth rate in the Division. The key to its success? Iconic products such as Naked Palette, buzz on social networks, and a strong point-of-sale focus. L’Oréal has high hopes for the Californian brand, which continued its worldwide expansion in 2014, reaching 8 new countries.

x 2 SALES DOUBLED IN TWO YEARS

Founded in Seattle, CLARISONIC is one of the most dynamic brands in the L’Oréal Luxe portfolio. As the leader in at-home instrumental cosmetics(1), the brand offers high-tech solutions, like this year’s anti-pollution approach and new Deep Pore Cleansing kit. Now operating in 45 countries, the brand is swiftly expanding worldwide and performing strongly, particularly in Western Europe at +48.5%(2).

+48.5% GROWTH IN WESTERN EUROPE(2)

(1) Source: Kline study “Beauty Devices 2013: Global Market Brief”, March 2014. (2) Like-for-like.

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