Loreal 2012 Annual Report Download - page 20

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UNIVERSAL
BEAUTY
IS
WORLDWIDE
ADVANCES
FOR L’ORÉAL
In a market of contrasting trends but lively growth,
L’Oréal made the most of its rich brand portfolio and
the complementarity of its presence in all channels
and all regions of the world to strengthen its leadership.
L’Oréal once again outperformed the beauty market
and made market share gains: the group demon-
strated its ability both to strengthen its positions in the
New Markets(1), particularly in the Asia and Africa,
Middle East zones and to win new consumers in the
major mature countries, such as North America, France,
Germany and the United Kingdom.
THE NEW MARKETS:
L’ORÉAL’S NUMBER ONE
GEOGRAPHIC ZONE
2012 also marked a milestone in L’Oréal’s internation-
alisation process, as the New Markets became the
group’s number one geographic zone in sales terms.
The group’s top 10 countries already include China
(3rd), Brazil (7th) and Russia (8th). This powerful dynamic is
fully in line with L’Oréal’s goal of winning one billion new
consumers over the next ten years.
NORTH AMERICA
The good results of 2011 were surpassed
in 2012. The Consumer Products Division
has become number one in its field
thanks to strong progress made by
GARNIER, MAYBELLINE NEW YORK
and ESSIE. The end of the year was
marked by the strategic launch of
L’Oréal Paris Advanced Hair Care.
L’Oréal Luxe outperformed its market,
notably thanks to CLARISONIC.
The Active Cosmetics Division
also significantly increased
its presence in drugstores.
+7.2%
(2)
LATIN AMERICA
In 2012, L’Oréal became the market leader
in Mexico and expanded its positions in Chile,
Argentina and Uruguay. L’Oréal stepped up
its roll-out in the countries of Central America
and in Colombia, with the acquisition of the VOGUE
brand, the mass market make-up leader there.
In Brazil, the initiatives of Elvive Arginine Resist,
hair oils, and hair colouration products led to an
improvement in position. The dynamic position of
Active Cosmetics in this zone is also worth noting.
+10.4%
(2)
IN 5 YEARS ...
... 9 NEW SUBSIDIARIES HAVE BEEN CREATED.
In its efforts to conquer a billion new consumers,
L’Oréal is developing new growth relays,
particularly through the opening of subsidiaries
in all parts of the world: in Europe (Bulgaria),
Africa (Kenya, Nigeria and Egypt), the Middle East
(Saudi Arabia), Asia (Kazakhstan, Pakistan
and Vietnam) and Latin America (Panama).
18