Loreal 2013 Annual Report Download - page 39

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MARC MENESGUEN
PRESIDENT
CONSUMER PRODUCTS DIVISION
REVIEW & OUTLOOK
⁄ COSMETIC
IN NOVATION
ACCESSIBLE TO ALL
What were the major
growth factors in 2013?
All our major brands made
progress, but L’ORÉAL PARIS really
drove the division’s growth
thanks to its two key franchises:
Elvive and DermoExpertise. In
fact, the brand recorded its best
performance in three years at
+5.8%(1). In geographic terms,
we outperformed the market in
every zone. It was a good year
for Western Europe, particularly
the United Kingdom, Germany,
Spain and France, and other
highly strategic regions – such
as Brazil, Southern Asia and the
Africa, Middle East Zone. Overall,
our growth rate was +4.9%(1),
ina mass-market that slowed
slightly compared with 2012.
Is accessible innovation
still the division’s driving
force?
More than ever before. Our
growth stems from innovations
that have universal reach.
2013 was a big year for
haircare: the Elvive saga is
continuing with Total Repair
Extreme and the global
success story of hair oils.
In the home-use hair colourant
market, GARNIER’s breakthrough
Olia technology is a game
changer, and is winning over
new consumers. Facial
skincare remains dynamic
with the globalisation of
Revitalift Laser X3 and the
successful launch of Age
Perfect Cell Renew.
Theseperformances reflect
the strong comeback of
L’ORÉAL PARIS in this category,
with both premium and
accessible innovations.
Thisyear has also confirmed
the vast global success of
BBcreams by GARNIER, which is
marking out its territory with
smart skincare solutions for
everyone.
Is digital media one of
the keys to tomorrow’s
growth?
Our digital resources are
being stepped up, and in 2013
accounted for more than 10%
of our net media expenditure.
The division took many initiatives
with the “Switch the Look”
application by L’ORÉAL PARIS
and“No Make-Up No Fashion”
by MAYBELLINE NEW YORK in terms
of advice and trendsetting.
Wealso made major progress
in e-commerce, particularly
inChina. Whatdoes the future
hold? Platforms dedicated to
specific categories like
make-up, and applications
that consolidate an interactive
relationship between our
brands and their consumers.
+5.8%
GROWTH IN SALES
OF L’ORÉAL PARIS(1)
+15.1%
GROWTH IN SALES
OF THE ELVIVE FRANCHISE BY L’ORÉAL PARIS(1)
(1) Like-for-like.
37