L'Oréal Luxe
Highlights
IT Cosmetics: where makeup meets skincare
IT Cosmetics, acquired by L’Oréal in 2016, is blurring the lines between makeup and skincare with hybrid products that tap into consumers’ growing attention to the quality of their complexion.
The new quest for luxury in Asia
The new middle classes in Asia, and particularly in China, are looking for luxury that is both accessible and iconic. This aspiration has led to rapid growth in the makeup market and in the lip category in particular.
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Lancôme wins over Millennials x
Lancôme, the number one selective women’s beauty brand worldwide x, present in the three categories (fragrances, skincare and makeup), has reinvented itself to reach out to younger generations while maintaining its image as an iconic quintessential French luxury brand.
Events and influencers boost visibility
The L’Oréal Luxe brands create events with online influencers to ensure new product launches benefit from unprecedented visibility on social networks and to strengthen community engagement.
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Successful fragrance collections
The success of L’Oréal Luxe exclusive perfumes is proof of consumer demand for a type of luxury that remains rare. The private collections – Le Vestiaire by Yves Saint Laurent and the iconic Armani Privé collection – and their new 2017 additions met with great success. To capitalise on this trend, L’Oréal has also rolled out its niche fragrance brands such as Maison Margiela and Atelier Cologne.
Skincare comeback
Skincare, which is a perfect companion for makeup and is absolutely necessary in urban environments, has made a major comeback, in Asia as well as in the United States, thanks to star products such as Génifique and Rénergie by Lancôme and the Calendula and Midnight Recovery ranges by Kiehl’s.
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