Direct-to-consumer sales via the brands’ own stores and e-commerce websites are a major growth driver for luxury beauty brands. They provide the perfect opportunity to cultivate a unique relationship with consumers, who are keen to enjoy personalised experiences and exclusive products.
- Our brands
"Our iconic brands, skincare and Asia were the keys to success in 2018"
Deputy Chief Executive Officer, in charge of Divisions
complementary luxury brands
billionaire brands with double-digit sales growth (Lancôme, Yves Saint Laurent, Giorgio Armani, Kiehl’s)
4 fragrances in the global women’s Top 10 and 3 in the men’s Top 10
Acceleration of skincare brands (Helena Rubinstein, Biotherm) and Asian brands (Shu Uemura, Yuesai)
Skincare is indispensable to combat external factors affecting the skin in urban environments and goes hand in hand with makeup. The category is booming, particularly in Asia. A major asset for L’Oréal Luxe, its iconic skincare products have become essentials.
Luxury skincare for men
Urban lifestyles are pushing more and more men to take care of their appearance. This long-term trend underpins the success of brands like Biotherm and Kiehl’s in the segment. Biotherm Homme is the leader in the selective men’s skincare segment.
The new brand House 99 by David Beckham taps the grooming trend, which is focused on beards and hair.
Kiehl’s: a winning combination
The New York skincare brand continues to grow thanks to its winning assets: effective products, ingredients of natural origin like lavender, quinoa, calendula and squalene, and immersive stores with top-quality consultation. The brand’s outlets blend Brooklyn cool with vintage decor that evokes apothecary dispensaries. These resolutely modern spaces provide personalised services including skin diagnostics, advice from enthusiastic beauty advisors in white coats, and exclusive gifts and offers, such as special collections developed in partnership with artists. All of these qualities have made Kiehl’s a high-performance and now billionaire brand.
Luxury cosmetics in China
In China, there is a saying: “true beauty comes from good quality skincare”. As the skincare leader in China with additional presence in the makeup and skincare categories, Lancôme has become No.1 in the country’s distribution channel in less than 20 years. Laurence Ma, Lancôme General Manager in China, explains more.
Atelier Cologne is making waves
The fragrance house has continued its international roll-out with success and is making waves thanks to its different collections of fragrances featuring citrus extracts and its now-famous personalisable leather cases. Atelier Cologne, which celebrated three years in Asia in 2018, took up residence in the IFC Mall in Shanghai for four days. Visitors were able to enjoy an iconic brand experience that blended artisanal savoir-faire and Parisian mindset, fragrance creations and olfactory sensations.
The French touch in the United States
Over recent years, Yves Saint Laurent has won the hearts and minds of American consumers, thanks in particular to three fragrances: Black Opium, Y and Mon Paris. Vérane de Marffy, Senior Vice-President, Yves Saint Laurent Beauté in the United States, tells us more about the keys to the brand’s success.
- Yves Saint Laurent
- Giorgio Armani
- Urban Decay
- IT Cosmetics
- Shu Uemura
- Ralph Lauren
- Helena Rubinstein
- Atelier Cologne
- Maison Margiela
- House 99
- Proenza Schouler