Louis Vuitton 2007 Annual Report Download - page 38

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Guerlain accelerates
its growth
Guerlain performed exceptionally well in
2007. Confirming the dynamic performance
stimulated and accelerated in the last few
years, the brand outpaced the market with
remarkable revenue growth and sharply impro-
ved its profitability.
Guerlain reaped the benefits of a strategy
based on high-end innovation and the concen-
tration of its investment efforts in its priority
European and Asian markets. The brand
continued its vigorous growth in all product
categories. The women's perfume L’Instant
Magic, launched worldwide in September, was
very well received. The House also continued
to illustrate its commitment to high-end
perfumes: new editions of its mythic perfumes
and exclusive creations appeared throughout
the year, a testimony to the unique expertise
of Guerlain, a creative perfume maker since
1828. The make-up segment, driven by the
star lines Terracotta and KissKiss and by the
success of the new Parure foundation, conti-
nued its remarkable and dynamic perfor-
mance. The premium skincare line Orchidée
Impériale was developed and continued its
steady advance in all regions.
After the magnificent renovation of its site at
68 Champs-Élysées and the remodeling of its
Left Bank site on rue de Sèvres in Paris, Guer-
lain deployed its new counter concept in
Moscow by opening up a high-end luxury
boutique in the prestigious Tsum store.
Trends for the business
group’s other brands
Parfums Givenchy, which celebrated its 50th
anniversary in 2007, took a new step in its
development by achieving better than market
revenue growth rates, while beating its initial
objectives for the year for profit from recur-
ring operations.
The brand posted steady growth in its priority
markets. It opened its first location in China
over the summer.
Its dynamic performance was driven by an
ambitious innovation policy, illustrated in
particular by the roll-out of the new Ange ou
Démon perfume for women, in countries where
it was not present in 2006, all markets in
which this new product recorded solid results.
The strong impact of the new marketing
campaign for the line clearly helped to drive
36