Loreal 2013 Annual Report Download - page 28

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Kiosks for
MAYBELLINE NEW YORK
Many Brazilian women are used to buying their make-up
in direct sales outlets. To offer them a different kind of
purchasing experience, MAYBELLINE NEW YORK has created
its own kiosks, small outlets with beauty advisors whose
mission is to establish a close relationship with customers.
58 kiosks have been opened in large shopping malls,
including franchise outlets. They are contributing to the
brand’s expansion in Brazil.
its own mini-store network, alongside the
perfumeries and drugstores that distribute
the bulk of the brand’s products. This is a
real growth driver (see box “Kiosks for
MAYBELLINE NEW YORK”).
Another local initiative is the micro-distribu-
tion system introduced by MATRIX in 2010 to
supply hair salons in favelas with professional
products. In 2013, more than 50micro-distribu-
tors – mainly women in thefavelas of Rio and
São Paulo – have received support through
a micro-credit and training programme. In
all, some 3,500 hairdressers have benefited
from this initiative.
In the hairdressing business, training is also
•••
In skincare, the emblematic success of
Active Cosmetics has resulted in double-
digit growth rates and a No.1 position in
dermocosmetics(1). In 2013 Brazil became
the division’s No.3 market. The keys to its
success? Specific formulations based on
local evaluation, a strong presence along-
side dermatologists with some 200 medical
visitors, and assistance for the modernisation
of distribution. Driven by the success of its
sun products, LA ROCHE-POSAY is today the
country’s No.1 dermocosmetics brand(1) and
Brazil has become the second-largest market
for SKINCEUTICALS.
Make-up is also accelerating fast as
MAYBELLINE NEW YORK recorded in 2013 another
year of double-digit growth.
Finally, deodorants – a strategic category in
Brazil – had a very good year with GARNIER
Bí-O. Created and formulated by the Rio
Research and Innovation hub, Bí-O Clarify
deodorant provides an answer to the beauty
needs of dark skin, which has a tendency to
hyperpigmentate, by combining deodorant
action with unifying skin tone.
GOING FURTHER
IN DISTRIBUTION
With its strong tradition of direct sales, retail
distribution in Brazil has not kept pace with
the growth in consumer spending. L’Oréal’s
ability to create new distribution models
and support the modernisation of trad-
itional channels is thus essential in Brazil to
provide new growth relays. In make-up,
for example, MAYBELLINE NEW YORK is developing
Brazilian women use
photoprotection products
on a daily basis.
Bí-O Clarify
by GARNIER, the first
anti-perspirant
that brightens and
unifies the skin.
(1) Source: IMS Brazil panel, dermocosmetics market, market share value 2013.
26
BEAUTY IS
UNIVERSAL