Louis Vuitton 2009 Annual Report Download - page 38

In the perfume segment, Dior benefits from the exceptional
strength of its traditional product lines, true icons, and from its
ability to reinvent them so they continue to offer timeless appeal.
One of the greatest successes of the year was the launch of L’Eau
de Miss Dior Chérie
. Blended by Dior Perfume Designer François
Demachy and brought to life by Sofia Coppola, this new perfume
continues and enriches the legend that was born in 1947 as the
first perfume from the House, and enhances the brand’s legitimacy
and its modern feel. J’adore , another star perfume, represented
by Charlize Theron, recorded remarkable performances and gained
market share in all regions. 2009 also saw the highly successful
portrayal of the legendary men’s fragrance Eau Sauvage , with a
photograph of Alain Delon taken by Jean-Marie Périer in 1966, the
year Eau Sauvage was born. Parfums Christian Dior also created a
second fragrance, inspired by Pondichéry, in its Escales collection,
and launched a new promotional campaign for Hypnotic Poison repre-
sented by Monica Bellucci and a new visual identity for the Fahrenheit
fragrance line to mark the launch of Fahrenheit Absolute .
The make-up segment posted outstanding growth, driven by the
strength of its core products and many successful new products.
Dior recorded significant growth in the strategic foundation segment
with the international success of
Diorskin Nude , which ranks first
in its category in most markets. Two new products in 2009 stand
out in particular: Dior Sérum de Rouge was extremely popular in
all markets, and 5 Couleurs Designer , an eye shadow line that
incorporates a technological innovation in the way powder is manu-
factured.
In the skincare segment, Capture Totale recorded strong growth in
Europe, Asia and the United States. The line was particularly enhan-
ced by the brand new and extremely innovative Instant Rescue Eye
Treatment. Another successful launch was that of XP Nuit , a skincare
product that uses advanced stem cell technology, an area of
research in which LVMH is leading the way thanks to its close colla-
boration with the Universities of Stanford and Modena.
GUERLAIN
demonstrates timeless strength
Guerlain worked to reinforce its sound values while deploying a
high-end policy of innovation. The brand succeeded in winning
market share in its strategic lines. It confirmed its vitality in its prio-
rity countries, particularly in France and China, a high-potential
market where it improved its position significantly.
The lipstick
Rouge G , the result of a luxury innovation, was extre-
mely successful. Another highlight of the year was the October
launch of the new perfume Idylle , in a bottle signed by the young,
talented designer Ora Ito – this was given a very good reception.
The company’s core perfumes Shalimar and Habit Rouge recorded
very solid performances in the French market. The premium skin-
care line Orchidée Impériale recorded its third year of strong growth,
and its success makes it the leader of Guerlain franchises in terms
of net sales.
Under the creative leadership of Thierry Wasser, the brand’s new
perfumer working alongside Jean-Paul Guerlain, the brand conti-
nued to demonstrate its roots in the world of luxury perfumes,
PASSIONATE ABOUT CREATIVITY
PERFUMES & COSMETICS