Loreal 2011 Annual Report Download - page 73

71REGISTRATION DOCUMENT − L’ORÉAL 2011
Comments on the2011 nancialyear
3
The Group's business activities in 2011
Professional Products
In a generally sluggish market, the Professional Products Division
achieved 2011 growth of +2.5% like-for-like and +3.6% based
on reported figures. Growth based on constant exchange
rates, including the impact of acquisitions, came out at +5.1%.
Initiatives in hair colourants and haircare enabled the Division
to win market share in all zones.
♦Haircare growth was driven by the success of hair oils,
with Mythic Oil from L’Oréal Professionnel , Elixir Ultime from
Kérastase and Argan-6 oil by Redken . Fusio-Dose by Kérastase ,
the ultra-personalised made-to-measure salon haircare, and
Total Results by Matrix , the accessible professional haircare
range, are also contributing to growth.
In hair colourants,
L’Oréal Professionnel is continuing to roll
out INOA, and is reinventing tone-on-tone colour with Dialight
and Diarichesse . Redken has created Color Fusion Extra Lift, a
formula with unique lightening power, and Matrix is expanding
in Asia thanks to SoColor (90ml) and Wonderbrown .
♦The Division is continuing to improve its positions in the
developed markets, with significant market share gains
in Germany and the United Kingdom. The conquest of the
luxury haircare segment is continuing with Kérastase and Shu
Uemura
Art of Hair. In the United States, the Division posted
positive growth, bolstered by the SalonCentric network.
In the New Markets, the Division is growing fast, particularly
in Asia, Latin America and the Middle East. It is increasing its
presence in all zones by investing in hairdresser training and
rolling out innovations attuned to local beauty rituals and
expectations, as exemplified by the launches of
Oilthérapie
in India and X-Tenso Care in Brazil.
Consumer Products
The Consumer Products Division achieved growth of +4.5%
like-for-like and +3.2% based on reported figures at end-2011.
Maybelline posted another year of strong growth and L’Oréal
Paris is accelerating.
♦ L’Oréal Paris is launching strong initiatives in all categories.
The renewal of the Elvive range and the success of Elvive Triple
Resist enriched with Arginine,
are galvanising the haircare
segment in Europe. In make-up, the brand is standing out
from the competition with Lash Architect mascara and Color
Riche
lipstick. The new hair colourant Sublime Mousse and
the strong growth of skincare in China are also contributing
to the brand’s acceleration.
Maybelline is performing extremely well on all continents,
with its Falsies Flared and Colossal Cat Eyes mascaras, Fit Me
foundation, and Color Stay lipsticks.
Garnier is continuing its initiatives, particularly in skincare with
its BB cream, Miracle Skin Perfector , in Europe, and Dark Spot
Corrector
in the United States.
♦In Western Europe, the Division is winning market share in
France, Germany and the Nordic countries. The situation is
more difficult in the countries of the South.
In North America, the Division is improving its positions thanks
to haircare, make-up and skincare.
In the New Markets, the Division is performing well in all zones,
with the exception of Eastern Europe. In Asia, the Division is
continuing to grow strongly, particularly in facial skincare for
both women and men. In Latin America, the Division had a
good year, particularly in Mexico, Argentina and Chile, thanks
to the success of its deodorants and hair colourants.
L’Oréal Luxury
Bolstered by a lively market trend and the dynamism of its major
brands, L’Oréal Luxury recorded 2011 sales up by +8.2% like-
for-like and +6.5% based on reported figures. In all regions, the
Division has major stand-out innovations, with Visionnaire from
Lancôme taking pride of place.
♦ Lancôme posted a year of strong growth, with the high-
profile launch of Visionnaire , the first-ever fundamental skin
corrector, protected by 20 patents and the winner of the Prix
d’Excellence Marie-Claire
. Meanwhile, the brand is continuing
to grow thanks to its flagship products, Génifique, Rénergie
and Teint Miracle. The new mascara Hypnôse Doll Eyes and
the launch of the fragrance Trésor Midnight Rose also reflect
the brand renewal now under way.
L’Oréal Luxury enjoyed an excellent year in facial skincare,
with strong performances from
Lancôme , the rapid
expansion of Kiehl’s on all continents, and the introduction
of Régénessence skincare by Giorgio Armani , along with the
initiatives of Biotherm .
Yves Saint Laurent is bringing out its new skincare line, Forever
Youth Liberator.
Its store sales are increasing thanks to Opium,
L’Homme
men’s fragrances and the make-up lines.
The
Giorgio Armani brand is being driven by the healthy trends
of Acqua di Gio and Code Homme , and by the growing
success of the women’s fragrance Acqua di Gioia.
Loverdose
by Diesel was ranked in Europe one of the best
women’s fragrance launches of the year.
The instrumental cosmetics brand
Clarisonic , acquired in
December, has joined the L’Oréal Luxury brand portfolio; it is
the market leader in sonic technology skincare applications.
♦In Western Europe, L’Oréal Luxury ended the year well,
particularly in France, driven by the dynamism of Lancôme ,
Kiehl’s and Diesel .
In North America, the Division recorded strong growth with its
brands
Lancôme , Yves Saint Laurent , Kiehl’s , Giorgio Armani
and Viktor & Rolf .