Consumer Products steps up premiumisation, innovation and Beauty Tech
Innovation drives increasingly premium products
In the face of growing demand for increasingly highquality, innovative products, the Consumer Products Division is pursuing its premiumisation strategy by making highend products affordable, and constantly innovating in a supplydriven market. The brands democratise high valueadded innovations that are carefully formulated by the Research & Innovation teams.
Revitalift Filler HA 20 Cream by L’Oréal Paris is a prime example. Launched in China this year, it boasts a formula featuring ProXylane, an active ingredient created by Green Sciences and patented by L’Oréal. Meanwhile, at Garnier, the brand’s AHA BHA antiblemish serum confirmed its skincare expertise. Other examples include Superstay Vinyl Ink by Maybelline New York, a highshine, longwear lipstick that holds up against the vagaries of everyday life, and the Hyaluron Repulp haircare range by Elvive, enriched with hyaluronic acid for optimal hydration.
Conquering new markets and touchpoints
The Division continued to expand geographically by sustainably strengthening its position in highpotential emerging markets, like Mexico and India, where it capitalised on hugely successful franchises like Garnier’s Vitamin C serum.
To boost engagement and consumer trust, the brands are extremely active on social media and are taking full advantage of the opportunities created by social commerce. In Indonesia, the Division jumped from 300,000 to 41 million views on TikTok in just six months, thanks to a driven strategy underpinned by frequent video posts and livestreaming.
The brands, influencers and beauty advisors are constantly developing new content. In Europe, the brands launched a gift box full of iconic products with the hashtag #TiktokMadeMeBuyIt, which was viewed by 11 million people and generated a strong conversion rate in all 10 participating countries. Lastly, digital services based on Beauty Tech, like “diagnosis” tools and virtual tryon apps, are a powerful means to enhance the purchasing experience: Maybelline New York’s services have been used by 2.2 million consumers in more than 45 countries!
Quality performance drives growth
Distributors see the Division as a preferred partner due to its excellent performance. It ranked among the top four global consumer goods players in a survey about branddistributor relations. Superlative performance throughout the value chain becomes particularly tangible during major campaigns, like Break Free by Maybelline New York, or launches of star products, like consumerfavourite Superstay Vinyl Ink, whose launch went off without a hitch despite a volatile context, thanks to the Division’s production agility and the expertise of its teams.
L’Oréal in Mexico