Louis Vuitton 2011 Annual Report Download - page 95

LVMH 2011
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PERFUMES & COSMETICS
From the beginning, the goal of Make
Up For Ever was to rigorously and authen-
tically meet all demands from every profes-
sional environment by creating products
adapted to all make-up styles, from the
most academic to the most outlandish.
The marching order from Dany Sanz in
designing her products is Professional
Performance in the service of customers.
In 1984, 5 rue La Boétie became a cult
attraction where artists and make-up artists
found the products they couldn’t find any-
where else, created specifically for them by
Dany Sanz. At the same time, she directed
a make-up school, generously sharing
product creation and transmitting her
expertise.
In 2002, she achieved her dream of
creating her own make-up academy with
the opening of a center in Paris that trains
the make-up artists of tomorrow. Now, the
company’s mission is to share the art and
passion of make-up with artists and
customers.
Some of the product lines have become
best sellers, like the HD foundation or the
long-lasting Aqua eye product line, inspired
as always by professional needs. The
product line is very broad with a profusion
of colors and textures, a total of 1,400
products: lipsticks, gloss, pencils, loose
powder, make-up removers, brushes, false
eyelashes, glitter, and products for special
and artistic eects.
Acquired in 1999 by LVMH, Make Up
For Ever today employs 250 people in
France, with strong visibility at Sephora in
Europe and the United States. It is also pre-
sent in department stores in Asia and the
Middle East, where the brand is immensely
popular.
PARFUMS KENZO
— Since 1988 —
Perfume is another way of expressing
the values of the Kenzo brand: nature
redrawn, the union of East and West, the
juxtaposition of contrasts.
In 1988, Kenzo entered the world of
perfumes and reinterpreted the traditional
codes. Following on the immediate success
of the first Kenzo creation “ça sent beau”,
came Kenzo Homme, Kenzo Parfum d’Eté,
L’Eau par Kenzo, which stand out with
innovative oils and poetic and colorful
promotional campaigns.
Named Creative Director for Kenzo
Parfums in 2000, writer, photographer and
producer Patrick Guedj created Flower By
Kenzo, a powdery floral fragrance that
quickly became a classic among perfumes
with a global success it still enjoys today.
The attention to detail inherent in the
brand that originated in the Orient can be
found in the design of the bottles, con-
ceived by designers like Ron Arad (Madly
Kenzo), Karim Rashid (Kenzo Amour), Serge
Mansau (Flower By Kenzo) and Fabien Baron
(L’Eau par Kenzo). With Kenzo, perfume
bottles are created as true design objects,
the expression of pure refinement.
In 2001, Kenzo Parfums launched the
Kenzoki skincare line, a line of innovative
products that combine effectiveness and
pleasure with luxurious textures, original
ways to use them, and a rich and imagina-
tive language.
Two daring projects were launched in
2011: Flower TAG inspired by graffiti art
and Madly Kenzo, a celebration of the Kenzo
values.
Since 2011, Kenzo Parfums has enhanced
its ties with the art world, supporting the
Yayoi Kusama retrospective at the Georges
Pompidou Center in Paris and the publica-
tion of the book “Oiseaux de Nuit,” a tribute
to graffiti art, which contains the night
photographs of Artistic Director Patrick
Guedj, tagged by British artist Kid Acné.
FRESH
— Since 1991 —
In 1991, Lev Glazman and Alina Roytberg
created a small set of opulent soaps that the
two hand-wrapped around their kitchen
table. With their amazing fragrance, luxuri-
ous formula, and ornate paper wrapping,
these soaps were the start of something
spectacular. The now iconic Oval Soap
Collection sparked Lev and Alina’s passion