Loreal 2012 Annual Report Download - page 59

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BIOLAGE
The Biolage range of hair oils has been particularly successful in India,
where this form of haircare is given pride of place.
In 2012, India was the largest contributor to growth in
professional products, followed by Japan and China. These are
strategic countries for the division, which is eager to speed up its
development in the New Markets. To continue to grow in Asia,
where beauty customs are infinitely diverse,
premium and more accessible brands are
developing a customised offering attuned to
each culture. In Japan, L’ORÉAL PROFESSIONNEL
has reinvented hair colour technology,
adapting it to the codes of a market that
rejects products if they are not odour-free
and extremely gentle. With this approach,
the brand recorded double-digit growth
with Alluria Grey and Alluria Fashion. In Korea, a country that
is extremely attentive to fashion trends, L’ORÉAL PROFESSIONNEL
has adopted Parisian charm as the keynote for its permanent
wave collection, Paris Glamour, and called in the Korean artist
Hyung-Tae Kim to create a series of new looks. His collection was
presented to more than 5,000 hairdressers throughout Asia. In
India, the top contributor to the growth of MATRIX in 2012, the brand
made the most of the success with Biolage oil rituals, inspired
by local beauty customs. However the
greatest advance for 2012 was in hair
colour, with Wonderblack, a special line
created through the combined efforts of
the International Marketing Division in
New York, the laboratories in China and
the marketing team in India; testing then
followed in China and India. Launched in
August, the product has already proved
to be a great success in many hair salons. This achievement was
furthered by the MATRIX buses, which hit the country’s roads to
assist salon development, even in the most rural areas, and provide
training for a new generation of Indian hairdressers.
1,001 WAYS
TO CHARM ASIA
To expand in Asia,
the brands are developing
a customised offering
attuned to each culture.
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