Louis Vuitton 2003 Annual Report Download - page 48

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46 LVMH ANNUAL
REPORT 2003
L’INSTANT BY GUERLAIN PROVES TO
BE ONE OF THE MOST SUCCESSFUL
PRODUCT LAUNCHES IN 2003.
In the perfume sector, the first half of the year
featured the launch of a light version of the
best-selling perfume Shalimar. In the second
half, L’Instant de Guerlain, a major new wome-
n’s fragrance evocative of the House’s creations,
quickly proved to be one of the most successful
product launches in the world. Its success shar-
ply boosted year-end sales, making a noticeable
contribution to the company’s performance in
2003.
Guerlain confirmed its expertise in skincare by
pursuing and developing its leading line Issima.
New items were added to the Substantific skin-
care program and Happylogy, an innovative line,
was launched.
In 2004, Guerlain’s objective is further growth
and profitability. The principal growth drivers
will be the full-year performance of L’Instant,
further development of the Happylogy line and
the Divinora make-up collections, a new break-
through in anti-aging care with Issima Success
Laser, and the launch of a men’s fragrance in
the fall.
PARFUMS GIVENCHY
For Parfums Givenchy, the year 2003 was pri-
marily marked by an offensive in the perfumes
segment, with the reintroduction of L’Interdit,
product categories. A new item in the Capture
line, Capture First Action was introduced in
early 2004. As with its skincare efforts in 2003,
the company will enhance the appeal of its
make-up lines designed with more synergy and
increasingly close creative cooperation with the
Christian Dior high couture collections. A new
fragrance for women will be introduced in Sep-
tember.
The “ classics” of Parfums Christian Dior will
continue to be promoted, particularly the per-
fumes J’adore and Fahrenheit, for which new
campaigns will be designed.
In order to boost the popularity of the brand, a
new sales stand concept with sleek modern
lines based on the world of high fashion,
will gradually be set up in department
stores.
GUERLAIN
Despite the global economic downturn,
Guerlain had an excellent year in 2003
because it refocused its strategy and
investments on its traditional
values, and because of the
work initiated in 2002 to
improve its organization.
Guerlain thus met its
growth objectives and
significantly improved its
profitability.
ERFUMES
P
C
&
OSMETICS