STRENGTHENING OUR BRAND PORTFOLIO
IN STRATEGIC REGIONS
In 2014, L’Oréal further enriched its unique international portfolio of complementary brands with several strategic acquisitions. The group strengthened its positions in several regions and key categories, including make-up in the United States and facial skincare in China. These acquisitions are fully in line with L’Oréal’s Universalisation strategy, to help the group reach its goal of conquering a billion new consumers.
CHINA
MAGIC,
THE SKINCARE MASK LEADER(1)
With the acquisition of MAGIC, L’Oréal strengthened its positions in the world’s number 2 beauty market(2) and in the key facial skincare category. Facial masks, at the heart of MAGIC’s expertise, are a widely used beauty routine in China. Alongside L’ORÉAL PARIS, the number 1 skincare brand in China(3), and MAYBELLINE NEW YORK, MAGIC completes the Consumer Products Division portfolio, and its development prospects are promising.
(1) Source: Mask segment, Nielsen panel, market share value 2014. (2) Source: 2014 L’Oréal estimates of the worldwide cosmetics market based on net manufacturer prices, excluding soap, oral hygiene, razors and blades. Excluding currency effects. (3) Source: Skincare segment, Euromonitor, market share value 2013.
UNITED STATES
NYX,
PROFESSIONAL MASS-MARKET MAKE-UP
On July 30th, 2014, the acquisition of the American make-up brand NYX was finalised. This brand is growing very strongly in the United States, thanks to its innovative digital communications strategy, a very close relationship with vloggers and its cult products.
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In the Consumer Products Division, NYX has strengthened in particular our digital expertise with its sophisticated social network know-how, and is taking advantage of the dynamic trend in professional make-up, now accessible through mass-market outlets.
CAROL’S DAUGHTER, a multicultural brand focusing on natural beauty, has also been added to the L’Oréal USA portfolio. The Consumer Products Division has thus moved into the high-potential multicultural beauty market, which is expanding fast in the United States.
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BRAZIL
NIELY(1),
ACCESSIBLE HAIR COLOUR IN BRAZIL
NIELY(1) and its two flagship brands, Cor & Ton in hair colour and Niely Gold in haircare, are very well positioned and enjoy strong popularity among middle-class Brazilian consumers. A strategic acquisition in one of the largest hair colour and haircare markets, NIELY completes the Consumer Products Division brands already available in Brazil.
(1) Acquisition currently being finalised.
WESTERN EUROPE
DECLÉOR AND CARITA,
MOVING INTO THE PROFESSIONAL SKINCARE MARKET
Finalised in May 2014, the acquisition of DECLÉOR and CARITA is an outstanding opportunity for the Professional Products Division. DECLÉOR, which specialises in aromatherapy cosmetics, and CARITA, an expert anti-ageing brand, are two tremendous assets in the professional skincare market.