Louis Vuitton 2009 Annual Report Download - page 40

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Benefit continued to grow
through international
expansion. The brand
achieved a promising start
in Russia and continued
its successes in the
Asian and Continental
European markets.
Benefit’s innovations
included its entry
to the perfume
segment with the
successful launch
of the
Crescent
Row
collection,
designed in the playful,
glamorous spirit that is the company’s trade mark in cosmetics. It
launched the
Hello Flawless
foundation line and also continued to
deploy its “Brow Bar” concept in Asia and Europe. As a result, Benefit
maintained excellent profitability.
Make Up For Ever continued to record exceptional growth and
improve profitability. Its momentum was particularly outstanding
in the United States and France, as well as in China where it resu-
med direct sales in 2008. The year 2009 confirmed the enormous
consumer success of the
HD
foundation line, originally created to
meet the demands of digital television, and the
Aqua
line, initially
designed for the world of entertainment. These two flagship lines
were enhanced during the year. Make Up For Ever celebrated its
25th birthday in 2009. It was an opportunity for a global tour by
designer Dany Sanz, accompanied by major public relations events
in Beijing, Dubai, New York, Los Angeles and Paris. The brand also
opened a “Make-up School” offering make-up lessons inside the
Sephora store on the Champs-Elysées in Paris.
Acqua di Parma, continued to count on the high quality of its
traditional lines, particularly its
Colonia
line of timeless elegance.
The company also expanded its presence in the women’s perfume
segment with the launch of a new fragrance known as
Magnolia
Nobile
, marketed along with
Iris Nobile
. Parfums Loewe posted
very solid performance in Spain, Russia and the Middle East. The
brand also introduced a new women’s perfume
Aire Loco
, which
joins its best-selling
Aire
line.
Make Up For Ever
PASSIONATE ABOUT CREATIVITY
PERFUMES & COSMETICS