Louis Vuitton 2007 Annual Report Download - page 37

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P
Parfums Christian Dior:
a new year of profitable
growth
In 2007, Parfums Christian Dior Dior recor-
ded solid revenue growth, surpassing the
overall trend in its competitive market, which
was accompanied by new and strong impro-
vement in its profitability. The brand confir-
med this dynamic performance in all geogra-
phic regions. Europe, its leading market,
strengthened its potential with the growth in
Russia, a country where Dior is already posi-
tioned as a leader. Asia benefited from the
dynamic Chinese market. In the United States,
the brand successfully continued its selective
distribution strategy, and gained market share
with a record growth rate. Its performance in
the Middle East confirmed the potential of
this large market.
Dior continued its strategy for greater selec-
tivity, both in distribution and in the product
offer. Driven by a particularly high rate of
innovation and the remarkable vitality of its
top classics, the business group’s master brand
recorded higher revenue in the three product
categories. The perfume segment performed
exceptionally well, with a strong contribution
from the launch of Midnight Poison and Fahren-
heit 32 and the steady advances made by
J’Adore, Dior Homme and Miss Dior Chérie. The
dynamic performance of the skincare products
was particularly driven by the development
of the Capture line, which confirmed its ambi-
tious objectives in the anti-aging segment,
and by the launch of an exceptional product
L’Or de Vie. In the make-up segment, the new
Rouge Dior, the foundation Diorskin and the
Backstage line recorded formidable perfor-
mances.
High-end
perfumes
To mark its 60th anniversary,
Christian Dior created Collection
Particulière. Three exceptional perfumes,
each of which is a tribute to one
of the muses who inspired Mr Dior.
A bridge between yesterday and today,
between fashion and perfume,
Collection Particulière returns
to the mythical, amphora-shaped bottle.
Supporting the various new products laun-
ched and the initiatives conducted over the
year were special promotional efforts which
contributed to dynamic sales and enhanced
the prestige of the brand. The new star Eva
Green embodies the perfume Midnight Poison,
while Sharon Stone, Charlize Theron and
Monica Bellucci increased the radiance of
Dior and its products through new marketing
campaigns and special events.
2007 LVMH
35