Loreal 2012 Annual Report Download - page 48

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CONSUMER
PRODUCTS
In 2012, European consumers responded very positively to
the division’s many brand initiatives. Charmed by innovative
textures, they incorporated new products—such as hair oil, a
new product category—into their haircare rituals. The haircare
market has been truly transformed and continues to grow in value
as it moves from hygiene towards a greater focus on beauty.
Elvive: successful make-over
The Elvive range by L’ORÉAL PARIS, whose packaging and formulas
were totally revamped at the end of 2011, beat its previous market
share record in Europe as a whole, strengthening its position as
the haircare leader(1). For the first time it was number one in the
United Kingdom(2). The Arginine Resist X3 range, launched in 2011
and distributed worldwide in 2012, took centre stage. Nutri-Gloss
HAIRCARE
REVOLUTION
The Consumer Products Division results
in haircare have been particularly
good this year with spectacular
breakthroughs in some countries.
Cristal, a hit with a younger target group, the Instant Miracle
mask, and above all the Extraordinary Oil range, whose success
is already spreading beyond Europe’s borders into Japan for ex-
ample. Elvive is equally making progress in Latin America, Eastern
Europe and Africa, Middle East, as well as making a strong start
in India.
The boom in hair oils
With Extraordinary Oil by Elvive (L’ORÉAL PARIS) and Nourishing Hair
Oil by Ultra Doux (GARNIER), hair oil is the success story of the year.
Thanks to its nutritive properties, it makes hair more beautiful
without weighing it down. It is a truly universal product that can
be used as a mask, as a blow-dry aid or for a glossy finish. Praised
by women and generating a very positive buzz on the web, hair
(1) Source: Nielsen and IRI retail panels, 2012. (2) Source: P13 retail panels, 2012.
ELVIVE EXTRAORDINARY OIL
Extraordinary Oil, which is the product of a harmonious
combination of six precious floral extracts, provides hair
with nutrients, shine and vitality without weighing it
down. It has a multitude of uses: it heightens shine,
makes hair easier to manage and provides protection.
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