Louis Vuitton 2002 Annual Report Download - page 65

GUERLAIN
Guerlain devoted 2002 to the general reorgani-
zation of its operations and to a strategic refocus
on its historical values of very high quality and
modernism. This in-depth work is the founda-
tion for dynamic new growth.
The brand posted strong growth in Japan which,
like France, is one of its priority markets.
In the absence of any major new perfumes in
2002, Guerlain concentrated on expanding its
Issima skincare line with the addition of two
new products, Success Laser, a powerful wrinkle
reducer, and Happylogy, a line developed with a
brand new approach.
Guerlain has begun the renovation of its Institut
des Champs Elysées in Paris and will introduce
a major new women’s perfume in September
2003.
PARFUM S KENZO
In 2002, Parfums Kenzo maintained its new
momentum and continued to improve income
from operations.
The brand continued to enjoy brisk sales of its
Flower perfume and the selective expansion of its
Kenzoki line of care products.
The House also successfully rein-
troduced its Parfum d’Eté line with
newly reformulated components—
essence, bottle, packaging and
advertising.
Parfums Kenzo will
introduce a new
men’s fragrance
in 2003.
2003 –
A DECISIVE ADVANCE IN COSM ETICS
In 2003, Parfums Christian Dior will focus on
continued expansion in Europe and the high-
growth Asian markets.
As in previous years, sales will be driven by a
number of innovations, particularly in skincare
and make-up products. Early this year, Parfums
Christian Dior launched Capture R60/80™,
a line of skincare products that represents a
decisive advance in the fight against aging,
the culmination of a major project for its labora-
tories. Dior Addict will continue its expansion,
and the brand will maintain a high advertising
budget to support both its great classics and its
new products.
PARFUM S GIVENCHY
Parfums Givenchy
performed well, with a
significant increase in net
sales and a particularly
strong improvement in
profitability.
In order to intensify
visibility and impact,
Parfums Givenchy
defined a new graphics
charter, designed in close
collaboration with
the fashion House, and
renovated the décor for
its sales counters in
department stores.
The two initiatives will
support the brand’s
international objectives.
The year 2002 was high-
lighted by the successful
introduction of two new
perfumes, Eau Torride for
women in the first half
and Givenchy pour Homme in September which,
in just a few months, earned an outstanding sales
score in the men’s category.
For 2003, Parfums Givenchy will continue to
renew its product line, notably with the relaunch
of L’ Interdit, its trademark perfume, and
the extension of the Amarige line. It will also
introduce a major new women’s perfume.
The brand also plans to intensify its promotional
efforts in the make-up segment.
Givenchy pour Homme is Givenchy’s ninth men’s
fragrance. It was designed to be the standard bearer
of the brand, which celebrated its fiftieth anniversary
in 2002. Its signature slogan, “The gentleman is
back”, perfectly depicts the elegant and spontaneous
Givenchy man.
Ten years after its
creation, Kenzo
reinvented Parfum
d’Eté. Presented in
the form of a leaf,
each bottle with
its random curves
is a unique object.
ANNUAL REPORT 2002 • 63