Loreal 2014 Annual Report Download - page 15

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This year’s main trends
The growth of the cosmetics market continues to be driven
by the emergence of the middle classes in the New Markets,
byconsumers already devoted to sophisticated beauty
routines and looking for increasingly innovative products,
and by the growing diversity of beauty expectations and
aspirations worldwide.
Recommendation and personalisation
Today’s consumers are informed and connected, and are
looking to personalise their routines. In the luxury segment,
the continued success of expert brands like KIEHL’S
andURBAN DECAY perfectly illustrates this important
trend.The tendency is also clear in the prescription-based
dermocosmetics sector, which meets the health and
beauty expectations of a growing number of consumers.
Make-up makes
women smile
Make-up, which provides consumers
with a medium to express themselves
and their creativity, was in 2014
thefastest growing category worldwide
at +5.0%(1). What’s more, in large
countries, strategically important for
the group, like Brazil and China, the
segment stillhas remarkable potential
for future development.
The era of digital beauty
The digital revolution is full of opportunities for the beauty
world. It enables mass-market brands to foster closer
relationships with their consumers through interaction.
Inselective channels, the exclusive experiences
andservices offered by the brands can be prolonged
andpersonalised. Digital media provide new ways to reach,
educate and inspire new consumers, aswell as loyal
customers, in order to stimulate the market’s future growth.
Learn more about L’Oréal’s digital strategy
on pages 46 and 47.
(1) Source: L’Oréal 2014 estimates of the worldwide
cosmetics market in net manufacturer costs. Excluding
soaps, oral hygiene, razors and blades. Excluding cur-
rency effects.
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