Western Europe
+1.8 %
like-for-like growth in Western Europe
27.7 %
Weight of Western Europe in L’Oréal sales
L’Oréal Luxe outperformed its market thanks to the successful launch of the fragrances Libre by Yves Saint Laurent and Idôle by Lancôme, the dynamism of the Giorgio Armani and Kiehl’s brands, and the good start made by IT Cosmetics in several countries.Lancôme has become the number one brand in the women’s selective market .
The Active Cosmetics Division also confirmed its vitality, with high growth from La Roche-Posay and SkinCeuticals, and the development of CeraVe.
In a sluggish market, the Consumer Products Division won market share in several key countries, especially in Germany, the United Kingdom, Spain and the Netherlands, and maintained its very strong position in France. The Division also outperformed the makeup and facial skincare markets.
The transformation of the Professional Products Division continued, which should pay off from 2020.
France
The Lassigny plant combines expertise and innovation
The Lassigny plant, located in northern France, specialises in manufacturing makeup (powder, lipstick and gloss) for the L’Oréal Luxe Division. Plant Director, Olivier Boudinot, tells us more about the specific features of the line that produces Rouge Pur Couture The Slim lipstick by Yves Saint Laurent, and how it combines expertise and innovation to manufacture the highest quality products.
United Kingdom
Yves Saint Laurent: a remarkable success
The couture brand is attracting growing numbers of consumers in the United-Kingdom. Driven by the success of Black Opium, one of the Top 5 bestselling women’s fragrances , and the triumphant launch of Libre, Yves Saint Laurent remains one ofthe Top 10 leading beauty brands in the United Kingdom . The brand also posted remarkable performance in lip makeup, becoming the third bestselling brand , thanks in large part to the success of Rouge Pur Couture The Slim lipstick.
Greece
Athletes to inspire ethics discussions
Talking about ethics within the company but also beyond – that’s the challenge to which the Group’s Greek subsidiary L’Oréal Hellas rose by inviting two basketball stars to talk about their experiences with ethics in sports and competition. Developed by the Country Managing Director and the local Ethics Correspondent, the initiative launched a lively discussion with employees, encouraging them to find parallels between sports and business values. Yet another opportunity to talk freely about ethics, reflect collectively, and discuss the application of ethics at work.
France
Sanoflore: the power of plants in certified organic skincare
Sanoflore stands out as a niche brand: it has been turning the power of plants from the French Vercors region into certified organic sensory skincare products since 1986. By confirming the efficacy of its products with clinical tests, Sanoflore has scientifically proven the power of natural skincare.
The brand actively contributes to achieving L’Oréal’s environmental commitments at every stage in the value chain. It supports local farmers in the Vercors region by committing to buying their harvests for at least five years at a fair price. It also innovates in the area of packaging for its products. For example, the green refill for Aqua Magnifica reduces plastic packaging by 66% compared to a standard plastic bottle.
Germany
Solidarity in action
Including people with disabilities, supporting those on the margins of society and engaging with people with cancer are some of the many solidarity actions carried out by L’Oréal in Germany. Partnering with the Hagsfelder Werkstätten institution, the subsidiary helped over 200 people with disabilities access the labour market in 2019. The Group also supports the Tafel association and refugee shelters, and has donated two million shampoos and other hygiene products since 2017. The brands L’Oréal Paris and L’Oréal Professionnel support DKMS LIFE, an organisation that offers free cosmetic seminars and hairdressing advice to help women affected by cancer better manage physical changes caused by the therapy.
United Kingdom
Fighting hiring stereotypes
Are cosmetics companies exclusively for female candidates? This is the stereotype the L’Oréal UK talent acquisition teams aimed to combat via an innovative approach. They used collective intelligence, applied marketing principles to recruitment, and used digital and tech tools to develop a long-term strategy. They identified five types of male profiles according to their interests and motivations to work for the Group. This approach led to the birth of five “tribes”, embodied by 15 employees. Each tribe targets a specific audience in a video campaign launched on social media. The catchy “You Don’t Need to Wear Make-up to Make It” campaign has succeeded in challenging preconceived notions related to gender and professions in the cosmetics industry.
Italy
Everything to gain with precision advertising
Harnessing the power of precision advertising : this is the strategy adopted by L’Oréal Paris in Italy for the launch of Revitalift Filler Ampoules, a replumping and hydrating skincare product with hyaluronic acid, to win over new customers. Noticing the large number of queries about hyaluronic acid, the brand created videos aimed specifically at this audience, starting with a teaser and following up with a sequence of videos presenting the various benefits of the product, and finally retargeting to encourage buying. The result? Customers received products tailored to their needs and aspirations, and L’Oréal Paris increased its share of the anti-ageing skincare market, following the exceptional performance of the product since its launch.
France
Ammonia-free hair colour: 10 years on the market
The eye-watering scent of ammonia in hair colour products kept many people from using them. Luckily, the expertise of the L’Oréal Applied Research teams gave rise to the first ever permanent ammonia-free hair dye. The secret ingredient is a patent-protected technology known as ODS , an oxidising dye based on an inverse emulsion of water in oil. ODS is completely odourless and has a second advantage: it doesn’t sting upon application – even for those with sensitive scalps. First launched by L’Oréal Professionnel under the name Inoa, then adapted for home use as Olia by Garnier, this hair colour technology remains unrivalled. This year it’s celebrating 10 years on the market with a range of all-new shades available worldwide, particularly in China and Japan.
