Loreal 2013 Annual Report Download - page 59

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REVIEW & OUTLOOK
⁄ OFFERING THE BEST
IN PROFESSIONAL
BEAUTY
AN VERHULST-SANTOS
PRESIDENT
PROFESSIONAL PRODUCTS DIVISION
What were the division’s
growth drivers in 2013?
Luxury haircare, driven primarily
by the emblematic KÉRASTASE
brand, powered the
Professional Products Division in
2013. In hair colour, ODS2 (1)
technology, rolled out across all
our brands, is a strong growth
driver, with the success of
Inoa2 by L’ORÉAL PROFESSIONNEL,
Chromatics by REDKEN and
Colorinsider by MATRIX. Once
again hair oils proved successful
this year, with growth of +47.7%(2).
This category is now the first
contributor to the division’s
growth, and the Elixir Ultime
range remains a flagship
franchise of the KÉRASTASE brand.
What great ambitions
are driving the division?
“Next Million”, the federative
project for the division which
has set itself the target of
conquering another million
hairdressers. This is our
contribution to the group’s
objective of winning one billion
new consumers, and the best
way of accelerating our
growth.
We are continuing to strive for
abetter balance in our
geographic footprint, with
strong dynamics in the
NewMarkets, to raise the
profession’s profile and attract
consumers. Brazil, Russia and
India ranked amongst the top5
countries which contributed to
the division’s sales growth in
2013. Meanwhile, in the mature
markets, the division’s strategy
is to restore the magic of the
salon experience, making
itatrue moment of pleasure.
Finally, our brands must put
men and women back at the
heart of their strategy, with
clearer insight into their needs,
to offer products that are
inspired by their desires, and
make them want to visit hair
salons.
What will be the
professional beauty
segments of tomorrow?
It is in our strategic interest to
broaden our professional
expertise to include in particular
nail care and colour as well as
skincare, as they are additional
and complementary activities
to the hairdressing business.
The acquisition in September
of CHERYL’S COSMECEUTICALS, a
pioneering brand in the
professional skincare market in
India, and the acquisition of
DECLÉOR and CARITA, two
aspirational brands widely
used in beauty institutes, form
an integral part of ourvision of
tomorrow’s professional beauty.
+ 47.7%
GROWTH IN SALES
OF HAIR OILS(2)
+5.2%
GROWTH IN SALES
OF MATRIX(2)
(1) Oil Delivery System. (2) Like-for-like.
57