Louis Vuitton 2004 Annual Report Download - page 51

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PARFUMS GIVENCHY
For Parfums Givenchy, the highlight of 2004 was the launch of
its new Givenchy Le Makeup line in March. The extremely creative
Givenchy Le Makeup, whose ambassador is the actress Liv
Tyler, is deliberately modern in its compactness (“the make-up
concentrate”) and its effects of textures and colors. This line
received the Award for Excellence in Beauty Products in France.
The promising roll-out of this line significantly boosted make-
up sales and was accompanied by the introduction of a new
merchandizing concept in department stores.
Parfums Givenchy continued to deploy Very Irresistible Given-
chy its fragrance for women, and launched Givenchy pour
Homme Blue Label, a lighter version of its latest men's fragrance,
which performed well. The brand also launched the new face
moisturizing line Skin Drink, and the body-care line No Complex,
which builds on the expertise of the Givenchy spas.
Like other French brands, Givenchy made special efforts to
streamline its distribution in the United States.
A men's version of Very Irresistible Givenchy will be introdu-
ced in 2005 and the make-up line will continue its growth.
PARFUMS KENZO
For the fifth consecutive year, Parfums Kenzo recorded sales
growth and maintained profitability.
The development of FlowerbyKenzo for women, the internatio-
nal launch of KenzoAir for men, and the doubling of sales of
its KenzoKi skincare products made strong contributions to the
brand's performance.
Parfums Kenzo is strengthening its image and raising brand
recognition using unique and original communications
campaigns, conveyed in both its merchandising and its new
ads, and based on a strong expression in sync with the Kenzo
fashion lines.
In 2005, the growth of Parfums Kenzo will be driven by a new
perfume, SummerbyKenzo, by the continued development of the
KenzoKi line, and by the creation of new travel sprays.
The brand will focus on expansion in Europe and in new terri-
tories, such as Russia and China, where it has a modern and
creative image.
TRENDS FOR THE OTHER BRANDS
IN THIS GROUP
The expansion of BeneFit Cosmetics a true success story, again
reflects strong growth in sales with excellent profitability. The
brand increased its positions in the United Kingdom and the
United States, its country of origin, where it achieved the grea-
test growth in the market, and successfully entered the Korean
market. In 2005, the young company will accelerate its expan-
sion in Asia and Europe and will strengthen its presence in the
skincare segment that it inaugurated in 2004.
Fresh grew strongly. Highlights of 2004 were the launch of the
new Sugar Blossom collection (perfumes and skin care) and
a line of sun products. The company had ten stores at the end
of the year and will expand its presence in Europe in 2005.
Parfums Loewe, leader in the selective retailing market in
Spain, continued to grow in its country of origin and expanded
its international sales thanks to the success of its new men's
fragrance Solo Loewe.
Acqua di Parma also reported strong sales growth, fueled by
expanded retailing in selective perfume stores and in presti-
gious hotels. Iris Nobile, a fragrance for women, was success-
fully launched in 2004.
LVMH annual report 2004
49
The color universe.
For make-up collections (the "looks") that change
as fashion changes, new shades are created
each season in the color lab of Parfums Christian Dior.
Textures are just as important: richness and comfort,
lasting colors, brilliance and substance are continually
improved.