Nicolas Hieronimus, President Selective Divisions.
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Nicolas Hieronimus

President Selective Divisions
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Year after year, L’Oréal Luxe continues to post great consistency in its performance

L’Oréal Luxe Key figures 2015

  • like-for-like sales growth

  • No.1 category for growth

  • Top 2 geographic Zones(1)

    Western Europe
    Asie, Pacific
  • 5 growth-driver brands

    Yves saint laurent
    Giorgio Armani
    Urban Decay
Cara Delevingne for Yves Saint Laurent Beauty.


2015 gave new impetus to the beauty range of the most subversive Parisian couture brand. Thanks to its fragrances, especially the continued success of Black Opium, and its trendsetting make-up initiatives, YVES SAINT LAURENT Beauty posted very strong growth at +18.4%(2).
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Good performance
in Europe

In a European market that continued its upturn in 2015, L’Oréal Luxe made substantial market share gains in the five main countries(3). The Division performed particularly well in Italy and Spain. Three women’s fragrances are continuing to prove successful and are in the European Top 10: “La Vie Est Belle” by LANCÔME, Black Opium by YVES SAINT LAURENT and Sì by GIORGIO ARMANI(4). The KIEHL’S brand, which opened 60 new sales outlets in Europe this year, and URBAN DECAY were highly dynamic across the whole region, with very substantial growth rates.

Countries recording strong growth


Outstanding growth in Western Europe

+27.4%(5) Kiehl’s
+53.8%(5) Urban Decay

Trio of European success stories

  • La Vie est Belle by Lancôme.
    “La vie est belle” by LANCÔME
  • Sí by Giorgio Armani.
  • Black Opium by Yves Saint Laurent.
    Black Opium by YVES SAINT LAURENT

The L’Oréal Luxe
digital breakthrough

Digital media has triggered a profound transformation of the brands’ relationship with their consumers. In 2015, e-commerce recorded double-digit sales growth and it already accounts for more than 8% of the Division’s sales(6). The increasingly detailed knowledge of consumers and far richer interaction opportunities digital media provides are key to personalisation.
  • Digital launch of the Naked Smoky palette by Urban Decay.
  • Screenshot of an article by make-up artist Lisa Eldridge for Lancôme.
  • Digital launch campaign for the launch of Black Opium perfume by Yves Saint Laurent in the United States.
  • Naked Smoky by URBAN DECAY

    A 100%-digital launch
    To present its new Naked Smoky palette, URBAN DECAY orchestrated a high-profile pre-launch complete with a product teaser video released on Instagram. The brand’s approach proved successful, with the number of views on Instagram being much superior to previous campaigns. A resounding success that reflects the skills of URBAN DECAY in engaging with its online communities.
  • Lisa Eldridge for LANCÔME

    Partnership with an Internet sensation
    With more than a million subscribers on YouTube, Lisa Eldridge is amongst the most digitally-connected make-up artists. She was one of the first professional make-up artists to understand the advantages of the Internet for reaching and educating consumers: her website of how-to and advice videos went online in 2009. For LANCÔME, she dreams up products and develops routines and tutorials.
  • Black Opium by YVES SAINT LAURENT

    A programmatic digital campaign
    In 2015, for the launch of the Black Opium fragrance in the United States, YVES SAINT LAURENT set up targeted digital marketing campaigns, with a dual objective: to focus on future consumers by posting targeted banners throughout their online itinerary, while also gathering information on them to enrich the brand-consumer relationship.

The global conquest of URBAN DECAY

In 2015, URBAN DECAY continued its powerful expansion across all continents. Now present in 35 countries, 12 of which were added in 2015, the brand is accelerating worldwide, driven by the phenomenon of “beauty junkies” whom the brand now provides with a full range of products, including targeted initiatives in foundation and lip make-up.
  • Urban Decay store in Newport Beach in the United States.
  • Urban Decay store in Chile.
  • Urban Decay store in South Korea.
  • Urban Decay display at Sephora on Avenue des Champs Élysées in Paris.
  • Urban Decay display at Heathrow airport in London.
  • URBAN DECAY’s six stores, including one in Newport Beach in the United States, serve as showcases for the brand.
  • The brand intends to gradually develop its direct-to-consumer expertise by cultivating a close relationship with them.
  • As part of its international expansion, the brand was rolled out around the world in 2015, particularly in Asia, with South Korea.
  • In Europe, URBAN DECAY posted very strong growth as one of the favourite make-up brands.
  • In 2015, the brand also opened up counters in airports all over the world, like here in London.

The L’Oréal Luxe brands

A unique portfolio combining traditional beauty brands, couture brands, and alternative ‘new luxury’ brands
(1) Contribution to growth at L’Oréal Luxe.
(2) Like-for-like.
(3) Source: L’Oréal 2015 estimates of the worldwide cosmetics market in net manufacturer prices. Excluding soaps, oral hygiene, razors and blades. Excluding currency effects. France, Germany, United Kingdom, Spain and Italy.
(4) Source: Women’s fragrances segment, aggregate NPD France, Italy, Spain, United Kingdom and IRI Germany panels, market share value 2015.
(5) Like-for-like.
(6) Including distributor feedback and L’Oréal estimates.