Louis Vuitton 2005 Annual Report Download - page 43

TRENDS FOR THE BUSINESS GROUP’S OTHER BRANDS
In 2005, Parfums Givenchy saw a growth in revenue with a significant
increase in the second half. The Very Irresistible Givenchy perfume line was
the primary engine for this growth. The introduction of Very Irresistible pour
Homme and Very Irresistible Eau de Parfum, the new women’s version,
contributed to the company’s strong growth worldwide. The makeup
and skincare lines recorded particularly satisfying performances in Russia,
Japan and Latin America.
Parfums Kenzo continued to grow with very positive results in Japan
and on the American continent. In Europe, Spain, Russia and the United
Kingdom recorded the best growth. The brand benefited from the
successful launch of the women’s perfume SummerbyKenzo. The Flower-
byKenzo line was enhanced with a new edition launched for Christmas—
FlowerbyKenzo Oriental. The Kenzoki skincare line continued to grow.
Make Up For Ever, one of the favorites of professional makeup artists,
continued to expand its popularity with consumers. The brand posted
a good year in 2005 with a strong improvement in its profitability.
Acqua di Parma and the young American brands BeneFit Cosmetics
and Fresh maintained their double-digit growth. BeneFit Cosmetics
recorded one of the most dynamic performances in its market segment
in the United States and the United Kingdom, and is becoming a makeup
leader. Its initial deployment in the Asian markets (South Korea, followed
by the Chinese markets) was also extremely promising. Parfums Loewe
strengthened its position in the Spanish market and continued its inter-
national growth.
OUTLOOK The Perfumes and Cosmetics business group has good
prospects for growth and gains in market share in 2006.
Parfums Christian Dior intends to accelerate its growth by capitalizing
on all the initiatives that will strengthen its positioning as a luxury brand.
This policy will particularly be implemented through the launch of major
skincare and makeup products and through special support for its star
lines J’Adore, Poison, Miss Dior Chérie, Dior Homme and Fahrenheit.
Guerlain also intends to accelerate its growth. The launch of a major
new women’s perfume and the new major skincare product Orchidée
Impériale, along with the expansion of the KissKiss line, will be the highlights
of the year.
Parfums Givenchy plans to launch an extremely original initiative in
the first half of the year—vintage versions of its Amarige, Organza and
Very Irresistible lines and, in the second half, a new women’s perfume.
Parfums Kenzo will propose editions of its flagship line FlowerbyKenzo,
interpreted by artists and a new women’s perfume will be launched in the
second half of the year.
The Poudres
de Diamant
from Make Up
For Ever,
with concentrates
of ultra-fine mother-of-
pearl, were one of the
major successes of 2005,
both with makeup artists
and consumers.
PASSIONATE ABOUT CREATIVITY
41
LVMH 2005 PERFUMES AND COSMETICS
Parfums Givenchy
launches its first
Vintages
Flowers, like the vine, are an
expression of the soil from which
they come and, in certain years,
the crop is exceptional. This was
the case in 2005 for the wild
mimosa of Tanneron in southern
France, the jasmine from Tamil
Nadu in southern India, and
the rose from Bulgaria. Parfums
Givenchy has selected them and
has reserved the crop for Amarige,
Organza and Very Irresistible
respectively. Each of these
perfumes has been reworked
to sublimate the olfactory qualities
of the flower that forms the core
note. These precious Vintages,
which perfume lovers will be able
to discover exclusively at the best
retailers in 2006, are housed in
flasks and packaging that are equally
exceptional.
FlowerbyKenzo :
limited edition
by artists.