Loreal 2015 Annual Report Download - page 25

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Seizing all
the opportunities
of a buoyant market
In 2015, the Division underperformed the market,
but accelerated in the second half. In Western
Europe, our sales have been stable in a fairly diffi-
cult market, and in North America, the Division
returned to dynamic growth thanks to make-up.
In the New Markets, all the Zones are growing,
with strong contributions from Russia, Turkey,
Saudi Arabia, India and Mexico.
MODERNISING THE GLOBAL BRANDS
The new “Make it happen” communications plat-
form by MAYBELLINE NEW YORK has helped
accelerate growth, especially in the United States.
We have also modernised the L’ORÉAL PARIS
brand by strengthening its expertise in every
category. With the success of Ultra Doux, GARNIER
reinforced its position in the fast-grow-
ing natural beauty trend.
TWO MAJOR STRATEGIC BETS
First of all, the extremely dynamic
make-up segment: after strengthening
our worldwide leadership in 2015 (1), our
ambition is to keep on outperforming
this market, thanks to our perfectly
complementary brands, a wide variety of innov-
ations and the global roll-out of NYX Professional
Makeup. Secondly, stepping up our haircare pres-
ence, thanks to Elvive by L’ORÉAL PARIS and
Ultra Doux by GARNIER. We will also continue
to innovate in the other categories.
AN OUTSTANDING DIGITAL
OPPORTUNITY
E-commerce, highly developed in China, where it
already accounts for more than 20% of our sales,
is now accelerating in all Zones (2). Social networks
also give us a new way to support our brands,
inspired by the NYX Professional Makeup model.
Digital media also enables us to deliver services on
a massive scale, like the Makeup Genius app.
We are determined to win market share and grad-
ually accelerate our growth, to ensure that we can
outperform the market in a sustainable way.
(1) Source: Nielsen/IRI distributor panels, total 8 zones, market share
value 2015. (2) Including distributor feedback and L’Oréal estimates.
Strengthened
by the repositioning
of our brands and our
strategic choices, we are
determined to gradually
step up our growth
SCAN THIS PAGE
to watch the
interview with
Marc Menesguen
1ST GROWTH-CONTRIBUTOR
BRAND
LIKE-FOR-LIKE
SALES GROWTH 2 KEY CATEGORIES LIKE-FOR-LIKE GROWTH
INE-COMMERCE
(2)
Haircare
Make-up
+2.5% +54.4%
MARC MENESGUEN
PRESIDENT CONSUMER
PRODUCTS DIVISIONS
23