Loreal 2012 Annual Report Download - page 35

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At the heart of the worldwide breakthrough
of the new-look LANCÔME: a concept
of luxury based on demonstrating
the efficacy of its products, and a radiant
and multi-faceted take on femininity.
In skincare, the brand’s core business, LANCÔME draws
on the development of products at the cutting edge
of scientific innovation to attract women in search of
excellence. The brand’s goal is to share the best of
science with consumers through products featuring a
high concentration of active molecules that provide
immediately visible results. This approach led to the
launch of the Génifique serum in 2009 and Visionnaire
with LR 2412 in 2011.
Cutting-edge science
and premium services
Following in the wake of these iconic products, 2012
was notable for the launch of Génifique Yeux Light-
Pearl™ for eye contours. Already a market leader in
several countries(1), this serum combines gene science
with a trailblazing surgical steel applicator. LANCÔME
also demonstrated its hyperluxury expertise with the
creation of Absolue L’Extrait. This cream, developed
with an expertise in growing native plant cells, and rose
cells in particular, stands out because of its texture,
its fragrance and its vintage design. It boosted the
sales of the Absolue franchise in 2012 and performed
extremely well in Asia. To highlight its launch, counters
were set up to showcase the range and offer person-
alised treatments and consultations. For LANCÔME’s vision
of luxury goes beyond innovation; it also means ac-
companying women in their beauty rituals and creating
a lasting bond with them by delivering premium services
in sales outlets and on the Internet.
1. MIDNIGHT ROSES COLLECTION
Make-up designed around the colour
purple, a symbol of mystery and elegance.
2. ABSOLUE L’EXTRAIT
This elixir features concentrated LANCÔME
rose stem cells, whose properties improve
the regenerative potential of the skin.
1
1
1
2
(1) Source: Eyecare segment, NPD France MTD October and November
and Spain MTD November and December panels, market share value 2012.
LUXURY
ACCORDING TO
LANCÔME
33