Loreal 2012 Annual Report Download - page 37

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The year 2012 was a landmark year for
YVES SAINT LAURENT, acquired by the group in 2008.
The European brand with a focus on make-up and
fragrances has become a major global, multi-
segment brand, thanks to the launch of a new
skincare line and a significant revival in Asia. As
the most subversive of the Parisian couture brands,
it has taken a series of bold gambles, setting itself
the ultimate goal of becoming one of the top
luxury cosmetics brands in the world.
The brand outperformed the market(1), with particu-
larly outstanding performances in the United States
and Asia. These results are the reward for a highly
eventful year of bold moves by YVES SAINT LAURENT,
which notably include the strategic launch of its
Forever Youth Liberator anti-ageing skincare. This
major innovation, the result of years of research in
the field of glycobiology, is opening the doors
to the Asian market. At the heart of the range,
the serum has proved a resounding success and
brought new life to the brand, particularly in Japan.
Breakthrough innovations
in all categories
Traditionally well-established in the make-up cat-
egory, YVES SAINT LAURENT hit the headlines with
Rouge Pur Couture Vernis à Lèvres Glossy Stain,
an innovative product, developed from gloss
technology originally invented for the food industry,
which has proven successful in Europe(2). In the
foundation market, a key segment for success
in Asia and the United States, YVES SAINT LAURENT
capitalised on its iconic Touche Eclat highlighter
with the launch of Teint Touche Eclat, a new-gen-
eration fluid foundation which has been success-
fully released in international markets. The brand’s
creativity has also been bolstered by talented
make-up artist Lloyd Simmons.
Manifesto, a new and emblematic
women’s fragrance
In fragrances, 2012 was a year in which YVES SAINT
LAURENT established its position in the masculine
segment with the L’Homme franchise, but above
all it was marked by the launch of Manifesto in
the women’s market. The goal: to win over new
consumers and create another core fragrance
alongside the legendary Opium. With its bold
scent, its couture-inspired bottle, and its slogan,
”Daring is an art”, Manifesto has made a very
strong start since its launch in Europe in September-
October(3).
IN PRAISE OF AUDACITY
YVES SAINT LAURENT
(1) Source: Sell-out panels and distributor feedback. (2) Source:
Lip gloss segment, NPD France, Italy, United Kingdom, Spain and
IRI Germany panels, full year 2012, market share value. (3) Source:
EDP women’s segment, NPD France, Italy, Spain panels, market
share value.
ROUGE PUR COUTURE
VERNIS À LÈVRES
GLOSSY STAIN
Its unique formulation,
based on a suspension
of ethylcellulose, delivers
long-lasting colour and shine.
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