Loreal 2015 Annual Report Download - page 30

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2015 gave new impetus to the beauty range of the most
subversive Parisian couture brand. To attract growing numbers
of young consumers, the brand changed its point-of-sale
aesthetic in 2015, by focusing on minimalism and ultra-luxury
codes. Thanks to its fragrances, particularly the continued suc-
cess of Black Opium, and its trendsetting make-up initiatives,
YVES SAINT LAURENT posted very strong growth at +18.4% (1).
THE MAKE-UP BOOM
Historically a strong category for the brand and further boosted
by social networks, YVES SAINT LAURENT make-up posted
spectacular growth in 2015, particularly in Asia. The brand is
reasserting its leading position in lip make-up with Rouge Pur
Couture and its new subversive marketing campaign; the
worldwide success of the Vernis à Lèvres; and Volupté Tint-In-Oil,
the first tinted lip oil and one of the top gloss launches of
thefirst half. To further showcase colour in points-of-sale, the
“YSL Color Showroom” counter concept was first launched
inJapan.
(1) Like-for-like.
To be a young,
avant-garde
luxury brand
L’ORÉAL LUXE
The
Yves Saint Laurent
Beauty year
SCAN THIS PAGE
to watch the Rouge Pur Couture video
ROUGE PUR COUTURE
VOLUPTÉ TINT-IN-OIL
Two symbols of
YVES SAINT LAURENT’s
colour expertise in
the lip segment.
STEPHAN BEZY
INTERNATIONAL
MANAGING DIRECTOR
OF YVES SAINT LAURENT BEAUTY
28