Loreal 2012 Annual Report Download - page 22

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UNIVERSAL
BEAUTY
IS
GLOBAL BRANDS
ATTENTIVE
TO LOCAL TRENDS
To win the confidence of a billion new consumers over the
coming years, L’Oréal has chosen not to impose a global vision of
beauty, but instead to create products attuned to the needs,
beauty rituals and lifestyles in each region of the world. This is the
true meaning of the universalisation strategy applied by the group.
EACH COUNTRY PRESENTS
NEW TECHNOLOGICAL CHALLENGES
In the past, only the major developed markets created new prod-
ucts, which were then adapted all over the world. Today, products
are designed in the places where consumers live and local inno-
vation is becoming a source of worldwide innovation. Responding
to local problems linked to climatic conditions, physiology or tra-
ditions means that L’Oréal Research is continually innovating as it
strives to provide beauty for all. To rise to the challenges set by
consumers, researchers are constantly pushing back the bound-
aries of knowledge to discover new molecules and develop new
formulations. Local developments drive advances in knowledge,
and can then be applied all over the world, a process known as
“reverse innovation”. The organisational structure established to
take up these challenges is strengthened with each coming year.
It combines a strong central system—which embodies the group’s
strategic vision—with several regional hubs that bring together
Research and Marketing expertise. At the heart of the universali-
sation process, the brands have to combine a strong identity
with global reach and attention to local trends. The alchemy be-
tween worldwide brands and the local relevance of products is
at the heart of L’Oréal’s strategy for the coming years.
ANTHELIOS “TOQUE SECO”
BY LA ROCHE-POSAY
Because Brazilian women use sun
products as everyday facial skincare,
LA ROCHE-POSAY’s Anthelios range has
specially developed “Toque Seco”,
a dry-touch gel-cream formula
that combines the comfort of facial
skincare with the efficacy of a sun
protection product.
DARK SPOT CORRECTOR
BY GARNIER
Women hate blemishes! Dark spots and
uneven complexion are two of the most
visible signs of ageing. To cope with this
specific problem, GARNIER has developed
a facial skincare product enhanced
with vitamin C, an active ingredient
whose anti-blemish properties
are widely recognised.
PROVIDING EFFECTIVE,
NON-OILY SUN
PROTECTION WITH
THE COMFORT OF
A DRY-TOUCH
TEXTURE
BRAZIL
(1) Like-for-like.
VISIBLY REDUCING
BLEMISHES CAUSED
BY ACNE OR THE SUN
UNITED STATES
IN INDIA
... A RESEARCH AND INNOVATION HUB
Present in India for the last 18 years, L’Oréal’s growth rate in the country
is +23.3%(1), making it one of the most dynamic in the beauty market.
The group inaugurated its new Research and Innovation hub, which consists
of a Product Development Centre in Mumbai and an Advanced Research
centre at Bangalore. Ultimately the hub will employ more than 100 Indian
researchers and scientists. The aim is to develop products adapted to
the Indian market by drawing on a thorough knowledge of local consumer
preferences and on the distinguished local scientific community.
20