Loreal 2013 Annual Report Download - page 40

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Capturing the latest
hair colour trends
It all started on Google. L’ORÉAL PARIS
identified the dip-dye look as a power-
ful trend – the number one hair colour
search – and a consumer desire that
had not yet been fulfilled. And so
the Preference Ombrés range was
created: an easy-to-apply hair colour
thanks to a special brush that produces
the eagerly-sought shading effect.
HAIRCARE EXPERTISE FROM L’ORÉAL PARIS
Elvive, which is emblematic of universalisation, posted an
outstanding performance with +15.1%(1). Three key develop-
ments contributed to this momentum: the worldwide roll-
out of hair oils, the launches of the Total Repair Extreme
range, and above all, Advanced Haircare in the United
States. Launched in 2012, Extraordinary Oils have con-
quered Europe and Japan, while recording good results all
over the world. The oils accounted for around 40% of the
brand’s growth in haircare.
Elvive also has outstanding expertise in hair repair. In this
technically demanding market, L’ORÉAL PARIS has successfully
launched Elvive Total Repair Extreme. Its formula, initially
developed for Asia, favours repairing the hair fibre from
deep within.
Haircare was the division’s category of
the year, after posting very strong
performances. The brands intensified their
initiatives to win over new consumers.
⁄ HAIR BEAUTY
AT THE HEART
OF GROWTH
www.tie-and-dye.com
L’ORÉAL PARIS creates
the first-ever platform
dedicated to the
dip-dye phenomenon:
a digital magazine
for all fans.
(1) Like-for-like.
38
CONSUMER
PRODUCTS