Loreal 2015 Annual Report Download - page 29

2015 was a good year for L’Oréal Luxe, with an-
nual sales increasing by +6.1% like-for-like and
+16.7% based on reported figures. Despite fluctu-
ations in the market environment, the Division
continued to post great consistency in its perform-
ance, while gaining market shares. All our Zones
recorded increases, particularly Western Europe,
up by +5.4% (1), way above the market figure.
L’Oréal Luxe make-up was highly dynamic in 2015.
In skincare, it was a great year for KIEHL’S. The
fragrances category also progressed, thanks to the
spectacular success of the last three major launches
in women’s fragrances, “La Vie Est Belle”, Sì and
Black Opium, and the solid sales of men’s fragrances
such as Polo Red and Acqua di Giò Profumo.
L’ORÉAL LUXE GROWTH-DRIVER
BRANDS
2015 was the YVES SAINT LAURENT
year, with growth of +18.4%(1).
LANCÔME celebrated its 80th anniver-
sary and performed strongly in Europe,
China and the United States. The
brand enhanced customer experience
everywhere, fragrances posted double-
digit growth and make-up is again
picking up speed with the launch of
Miracle Cushion, the first in a grand
series of innovations. URBAN DECAY is one of the
finest acquisitions made by L’Oréal Luxe in recent
years. Great progress was achieved in our brand
digital strategies, and there was strong growth
and significant contribution from e-commerce,
which already accounts for more than 8% of our
sales
(2).
CHALLENGES FOR THE FUTURE
We want to strengthen our relationship with major
worldwide distributors, as well as taking our
direct-to-consumer efforts to the next level thanks
to CRM
(3), e-commerce and digital targeting, to
provide customers with even better service. We
also need to reconcile the longer time frame of
luxury – that of quality and brand heritage – with
the shorter spans required by today’s world. This
will involve a policy of breakthrough innovations,
a permanent challenge for our business.
(1) Like-for-like. (2) Including distributor feedback and L’Oréal
estimates. (3) Customer Relationship Management.
2015 was a good year
for L’Oréal Luxe, with a
highly dynamic make-up
category and spectacular
success in fragrances
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Nicolas Hieronimus
Great consistency
in performance
LIKE-FOR-LIKE
SALES GROWTH NO.1 CATEGORY IN TERMS OF GROWTH TOP 2 GROWTH-CONTRIBUTOR
GEOGRAPHIC ZONES
5 BRANDS
DRIVING GROWTH
Western
Europe
Asia,
Pacific
Lancôme
Yves Saint Laurent
Giorgio Armani
Kiehl’s
Urban Decay
Make-up
+6.1%
NICOLAS HIERONIMUS
PRESIDENT
SELECTIVE DIVISIONS
27