Loreal 2014 Annual Report Download - page 33

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L’ORÉAL
PROFESSIONNEL
at the cutting
edge of trends
L’ORÉAL PROFESSIONNEL is the first contributor to the
Division’s growth. The brand is determined to
strengthen its leadership worldwide(1), by being at
the heart of the latest trends and using cutting-edge
innovations to promote hairdressers’ expertise.
2014 was a good year for the brand in terms of growth.
L’ORÉAL PROFESSIONNEL is underpinned in particular
by two dynamic categories: hair colour, with Inoa and
the launch of popular new Majirel colours; and styling,
with the success of the new Wild Stylers range from
Tecni.ART. Brazil, Spanish-speaking America, Eastern
Europe and India spearheaded the brand’s expan-
sion in 2014. L’ORÉAL PROFESSIONNEL is launching two
innov ations that reflect its scientific expertise and the
quality of its services: Serioxyl in the fine and thinning
hair segment and Absolut Repair Lipidium for “dam-
aged” hair. It all begins with the hairdresser’s diagno-
sis and advice, followed by an exclusive salon
treatment, and then continues in the consumer’s
home with a routine featuring star products. High-
performance formulas and hands-on expertise are
combined to deliver a professional result.
The brand participates in many fashion shows, and
this year further strengthened its connection with
fashion by creating It Looks, mirroring the latest trends
in colour, cuts and styling. These hairstyles, worn by It
Girls, reflect the spirit of L’ORÉAL PROFESSIONNEL. In
2014, the brand teamed up for the first time with an
international ambassador, Kirsten Dunst, who was the
face of the year’s key launches.
(1) Source: Kline study “Salon Hair Care: World Market Analysis and
Opportunities”, July 2014. (2) L’ORÉAL PROFESSIONNEL sales growth
in styling, like-for-like. (3) Oil Delivery System.
1
IT LOOKS
Chen Ran is one of
the ambassadors of
the brand’s latest
It Looks styles.
2
INOA
ODS2 technology
(3)
underpins the
success of Inoa,
which continued to
accelerate in 2014.
2
1
+8.7%
STYLING CATEGORY
GROWTH
(2)
s VIEW THE ARTICLE: THE UNITED STATES LEADS THE WAY
by scanning this page with the L’Oréal Finance app
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