Marc Menesguen, President Consumer Products Division.
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Marc Menesguen

President Consumer
Products Division
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Strengthened by the repositioning of our brands as well as our strategic choices, we are well-equipped to seize all the opportunities of a buoyant market

Consumer Products Key Figures 2015

  • Like-for-like sales growth

  • 2 key categories:

  • Like-for-like growth
    in e-commerce(1)

  • 1st growth-contributor brand:


A great year
for make-up

In 2015, the Division performed extremely well in make-up, with the modernisation and acceleration of MAYBELLINE NEW YORK and L’ORÉAL PARIS, the renewal of ESSIE and the fast expanding NYX Professional Makeup brand. The category is driven by the strong innovation capacity of these brands, in terms of product launches as well as digital initiatives.
  • Screenshot of Makeup Genius application by L’Oréal Paris Makeup Designer.
  • Voluminous Superstar false lash-effect mascara by L’Oréal Paris.
  • Advertising campaign for Make it Happen by Maybelline New York.
  • MasterBrow pro palette by Maybelline New York.
  • Rebecca Minkoff, Global Colour Designer for Essie.

    Successful new platform
    With the launch of its new “Makeup Designer” platform, L’ORÉAL PARIS has put more emphasis on its expertise as a make-up specialist. The brand has built up an online community of fans for events like the Cannes Film Festival, which it officially partners, and develops exclusive services such as the Makeup Genius app, already downloaded 16 million times worldwide.

    Expert products
    L’ORÉAL PARIS is innovating in all make-up segments: eyes with Voluminous Superstar Mascara, foundations with True Match Genius and brows with Brow Genius. These launches are backed by digital campaigns that have powerfully engaged with consumers. The Collection Exclusive by Color Riche, featuring musician John Legend was shared on social networks using the keyword #pinkobsession.

    Successful modernisation
    With its new and very contemporary “Make it happen” communications platform, MAYBELLINE NEW YORK makes the transformative power of make-up and the latest New York trends accessible to women all over the world. This repositioning has enabled the brand to step up sales across the planet, and post double-digit growth in the United States, the world’s largest make-up market(2).

    New mass-market beauty rituals
    After creating the mass-market brow make-up segment in 2014 with Brow Drama, MAYBELLINE NEW YORK has extended its range with the Brow Satin pencil and Master Brow Pro Palette. The brand is winning market shares and strengthening its expert status in this category. The Nudes palette is another example of how MAYBELLINE NEW YORK is continuing to make new make-up rituals and trends widely accessible.

    The hottest nail brand
    Thanks to its new partnership with Global Color Designer Rebecca Minkoff, the American manicure brand is reasserting its nail colour authority. ESSIE returned to growth, boosted by trendy nail polish collections like Rock Legend, inspired by emblematic figures from the 1970s, which was launched in the autumn. The brand is also benefiting from the support of its community of fans online.
Nyx Professional Makeup point of sale in San Francisco in the United States.

NYX Professional Makeup,
an inspiring model

NYX Professional Makeup is a Division newcomer that stands out thanks to its radically new approach to make-up, its 100%-digital communications and its magnetic appeal. It is one of the most dynamic brands in the marketplace. Check out the incredible success story of a Californian brand with worldwide potential.
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Screenshot of L’Oréal Paris China website for Singles’ Day.

E-commerce performs
in China

E-commerce is becoming a real growth driver for the Division, boosted by strong performances in China and significant acceleration in all the Zones. In China, the online sales channel, which already accounts for more than 20% of the Division’s sales(3), is extending the distribution network beyond the megacities. The L’Oréal brands had a field day in e-commerce on 11/11, better known as Singles’ Day, a major online shopping climax in China. MAYBELLINE NEW YORK was the first make-up brand on Tmall on that day(4).

Haircare, a winning category

In 2015, haircare remained key to the Consumer Products Division’s growth. The international potential of two highly complementary brands – Elvive by L’ORÉAL PARIS and Ultra Doux by GARNIER – led to strong performances once again this year.
  • Products from the Elvive Oil-in-cream range by L’Oréal Paris.
  • Ultra Doux Mythic Olive by Garnier.
  • Elvive by L’ORÉAL PARIS

    New haircare solutions
    Extraordinary Oil became the No.1 line of Elvive and hit new peaks in 2015 with the first Oil-in-cream to be applied to wet hair. The brand is innovating for Chinese consumers, with Power Moisture, shampoos that solve a tricky problem: greasy scalp combined with dry hair.
  • Ultra Doux by GARNIER

    Meeting aspirations for natural beauty
    Following on from the United Kingdom in 2014, Ultra Doux continued its conquest in 2015, launching in new countries, including Spain and Germany. The international roll-out was supported by major product successes, such as Mythic Olive, based on the reparative properties of this traditional ingredient. The brand caters to the move towards naturalness, a strong and aspirational trend in many countries.

The Consumer Products brands

Thanks to a portfolio of very complementary brands, the Division offers the best in accessible cosmetics innovation to a wide customer base
(1) Including distributor feedback and L’Oréal estimates.
(2) Source: L’Oréal 2015 estimates of the worldwide cosmetics market in net manufacturer prices. Excluding soaps, oral hygiene, razors and blades. Excluding currency effects.
(3) Including distributor feedback and L’Oréal estimates.
(4) Source: Distributor feedback.