Fragrance and highend skincare: ultra luxury in 2022
Boosted by growth in the fragrance and ultrapremium categories and sustained by the success of its global mainstays and wildly successful new launches, L’Oréal Luxe continued to flourish.
L’Oréal fragrances once again secure top spots
Fragrances spurred L’Oréal Luxe growth in 2022, in large part thanks to heightened interest in the category from Gen Z in Asia. The Division was able to capitalise on global mainstays, such as La Vie est Belle by Lancôme and Libre by Yves Saint Laurent, which once again earned a spot in the global Top 10. It also gained a fillip from exceptional fragrances, like those by Maison Margiela and Armani Privé, which are powerful growth drivers. Further impetus came from remarkable new launches, epitomised by Paradoxe, the muchanticipated first women’s fragrance since L’Oréal acquired the Prada license, which enjoyed a simultaneous global launch, and the new Armani Code.
The brands are constantly reinventing themselves. In 2022, Mugler celebrated 30 years since the launch of its iconic fragrance, Angel. But the brand continues to innovate: by reimagining the fragrance fountain tradition, Mugler has made it possible for consumers to keep their bottles and refill them at points of sale since 1992. It also sells individual refills for athome use.
In 2022, the Division’s entire portfolio of iconic fragrances accelerated its rollout of refillable bottles. Seeking more sustainable and responsible luxury, consumers welcomed the new refillable bottles for fragrances such as My Way and Acqua Di Gio by Giorgio Armani, La Vie est Belle by Lancôme and Paradoxe by Prada.
Ultrapremium skincare spearheads performance and innovation
L’Oréal Luxe continued to expand the skincare category by capitalising on ultrapremium brands, like the billionaire franchise Lancôme Absolue, and Helena Rubinstein. The Division also pursued growth in this category for its couture brands and recent acquisitions, such as Takami and Youth To The People. Ultrapremium skincare’s spectacular performance is underpinned by significant investments in Research & Innovation to foster continuous innovation, which ensures superior product quality. Lancôme Rénergie H.C.F. Triple Serum – formulated with three powerful active ingredients delivered via a revolutionary, hightech bottle that keeps them separate until application – is an excellent example. The serum’s effectiveness is amplified by the lastminute fusion of the three ingredients. Sales of this cuttingedge product are off to a spectacular start in all markets.
L’Oréal in China