Loreal 2013 Annual Report Download - page 53

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Asia seduced by
YVES SAINT LAURENT
Vernis à Lèvres
Launched in 2012, the YVES SAINT LAURENT Rouge Pur
Couture Vernis à Lèvres Glossy Stain is proving
a big success with a new generation of beauty
addicts. This innovation has won over consumers
in Asia-Pacific where the brand’s sales growth
has reached +33.7%(2).
L’Oréal Luxe extended its array of brands
at the end of 2012 by acquiring URBAN DECAY,
the Californian expert make-up brand
synonymous with modernity and irreverence.
Fitting perfectly into the L’Oréal Luxe portfolio,
URBAN DECAY offers cutting-edge products such as
the Naked Palette eyeshadows, a winner with
young customers who are experts in beauty. The
brand is sold in the “assisted self-service” channel,
one of the most dynamic in the selective market
in the United States. This channel includes stores
such as Ulta and Sephora, where URBAN DECAY has
been the No.1 make-up brand for more than
ayear(1). The brand is also performing well in
e-commerce.
A GLOBAL PRESENCE
Outside the United States, its country of origin,
the brand is already operating in thirteen coun-
tries in Asia, Latin America and Europe. In the
United Kingdom for example, URBAN DECAY is the
No.1 beauty brand at Debenhams(1).
⁄ URBAN DECAY,
A STRATEGIC
MAKE-UP
ACQUISITION
+42.5%
GROWTH IN SALES
OF URBAN DECAY (2)
(1) Source: Distributor feedback.
(2) Like-for-like.
51