Loreal 2013 Annual Report Download - page 43

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2
1
Colour, fashion and technology were the three
keywords for a make-up year that starred
MAYBELLINE NEW YORK, L’ORÉAL PARIS and ESSIE.
This year, MAYBELLINE NEW YORK opted for colour and accessibil-
ity in its must-have make-up, with playful and trend-setting
innovations that led to strong growth in the lip balm and
nail varnish segments. The Baby Lips tinted lip balms were
inspired by China. To be considered effective by Chinese
consumers, a balm must be light and leave the lips glossy,
so as to evoke the hydrating power of water. The same for-
mula is now a hit with European women.
ULTRA-FASHIONABLE PRODUCTS
Another innovation that combines fashion and technology
is Colorshow: four mini-varnish collections directly inspired
by trends at the New York Fashion Week, whose official part-
ner is MAYBELLINE NEW YORK.
In the mascara segment, False Lash Butterfly by L’ORÉAL PARIS
was a great launch, and in eyeliners, the brand is reaping
the benefits of a tailor-made approach to develop this cat-
egory, notably with the launch of Super Liner Blackbuster
to enhance the art of eye make-up.
The potential of ESSIE
Well-known for its amazing palette of nail varnish colours
with catchy names, ESSIE is continuing its internationalisation,
and in 2013 topped the 100 million euro sales mark for the
first time. The brand’s motto: passion for colour.
⁄ COLOUR
SHAKES UP
MAKE-UP
1/
The Color
Elixir lipsticks
combine colour
with comfort
and shine.
2/
Baby Lips,
the tinted lip
balm line which
soothes and
repairs lips.
41