Loreal 2012 Annual Report Download - page 38

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LUXE
L’ORÉAL
THE
PERFUMER’S
ART
Creating a fragrance for a major couturier is always a
magical adventure. The story of an encounter between a vision
and different forms of expertise, between two creative worlds:
fashion and perfume. Just like his or her creations, each fragrance
designer’s olfactory style is unique and identifiable. In the world
of fragrances, more than in any other, imaginative inspiration
must be matched by irreproachable technique and respect for the
essential components of luxury fragrances: superior raw materials,
quality perfumes and traditional craftsmanship. The example of
Flowerbomb, which required 289 proposals of different floral ac-
cords, 3,000 tests and two years of work, speaks volumes. 2012
once again reflected the painstaking craftsmanship of L’Oréal
Luxe, the perfumer.
Designers take centre stage
When it created Armani/Privé Parfums in 2004, GIORGIO ARMANI wanted
to embody the spirit of its haute couture and share a vision con-
structed around rare and precious raw materials. In 2012, in partner-
ship with Saint-Louis Crystal Works, GIORGIO ARMANI created the Edition
Cristal, limited to only 100 bottles worldwide. For its second edition,
limited to 1,000 bottles, Armani/Privé Nacre takes its inspiration
from haute couture collections.
The olfactory adventure of the VIKTOR&ROLF brand offers another
style altogether. After Flowerbomb, one of the top-selling wom-
en’s fragrances (number six on the market) in the United States(1),
VIKTOR&ROLF pays tribute to masculine fragrances with Spicebomb.
Like its sister perfume, Spicebomb strikes a perfect balance be-
tween moderation and excess, sophistication and modernity.
Eight months after its launch, Spicebomb was already in the top
two in its distribution channel in the United States(2).
A third take on designer fragrances is offered by RALPH LAUREN, who
designs his perfumes like his clothing. For each of his creations,
RALPH LAUREN writes a story. Like an author, he develops his characters
and their personalities, what they do, what they wear… and their
fragrance. In 2012 he won over young women with the launch of
the Big Pony Fragrance Collection for Women.
Drawing on its rich palette of major
designer brands of all origins and
artistic sensibilities, L’Oréal Luxe
cultivates the perfumer’s art.
1. ARMANI/PRIVÉ
Nacre embodies exclusive craft
perfumery, with its iris absolute
fragrance and mother-of-pearl
signature plaque.
2. BIG PONY COLLECTION
Sporty, sensual, free-spirited
or stylish: four RALPH LAUREN
fragrances to suit
every woman’s lifestyle.
3. ONLY THE BRAVE
The adventure of the original
Only the Brave fragrance by
DIESEL continues with Tattoo.
4. SPICEBOMB
VIKTOR&ROLF launches
Spicebomb for men,
an explosion of spices.
5. L.I.L.Y
STELLA MCCARTNEY unveils
her emotionally charged
fragrance, inspired by
the English countryside.
6. CATCH ME
For the latest fragrance
from CACHAREL,
“Seduction is a game”.
7. REPLICA
MAISON MARTIN MARGIELA,
a collection of three women’s
fragrances which evoke
childhood memories.
LUXE
L’ORÉAL
(1) Source: NPD USA panel, full year 2012, market share value. (2) Source: NPD USA Fine
Department Store, full year 2012, market share value.
2
6
4
1
36