Loreal 2012 Annual Report Download - page 39

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5
7
3
1
In 2012, the brand that is synonymous with
refinement and high performance switched its
focus towards its fragrances, lending them an
even greater level of sophistication and elegance.
It consolidated its move into men’s fragrances
with a flourish, by launching Armani Code Ultimate
and Acqua di Giò Essenza. Thanks to Essenza,
the Acqua di Giò franchise improved its perfor-
mance by more than 20% in Europe(1), rising
from fifth to fourth place in the men’s segment
in 2012(2).
Essenza was a growth relay for Acqua di Giò,
world number one among men’s fragrances(3),
which took advantage of the impact of the
new advertisement by the renowned photo g-
rapher Bruce Weber.
A new-generation skin
perfector
In make-up, another key area for the brand,
GIORGIO ARMANI released the magnificent and in-
novative Maestro Fusion Makeup. Drawing on
technological advances in the use of volatile
oils, this new-generation skin perfector meets
women’s expectations for natural radiance and
a “bare-skin” sensation. At its launch, Maestro was
in the top three in department store foundation
rankings in France and the United States(4).
GIORGIO ARMANI:
WHEN STYLE BECOMES
LEGEND
1 2
(1) Source: Sell-in, total Europe. (2) Source: Men’s fragrances
segment, aggregate NPD France, Italy, United Kingdom, Spain
and IRI Germany panels, market share value. (3) Source:
Euromonitor, 2011 ratings. (4) Source: NPD France MTD September
and October 2012 and NPD USA, Fine DS, liquid foundation
segment, MTD panels, October 2012.
1. MAESTRO
A new-generation skin perfector,
based on the use of five carefully chosen oils.
2. ACQUA DI GIÒ ESSENZA
The rise of Acqua di Giò continues with Essenza,
a new growth relay.
37