L’Oréal 2015: Consumer Products

Marc Menesguen

President Consumer
Products Division

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Strengthened by the repositioning of our brands as well as our strategic choices, we are well-equipped to seize all the opportunities of a buoyant market

Find out more about the Consumer
Products Division in 2015

Consumer Products Key Figures 2015

Like-for-like sales growth

+2.5%
2 key categories:

Make-up
Haircare
Like-for-like growth
in e-commerce(1)

+54.4%
1^st growth-contributor brand:

MAYBELLINE
NEW YORK

A great year
for make-up

In 2015, the Division performed extremely well in make-up, with the modernisation and acceleration of MAYBELLINE NEW YORK and L’ORÉAL PARIS, the renewal of ESSIE and the fast expanding NYX Professional Makeup brand. The category is driven by the strong innovation capacity of these brands, in terms of product launches as well as digital initiatives.

L’ORÉAL PARIS
MAKEUP DESIGNER

Successful new platform

With the launch of its new “Makeup Designer” platform, L’ORÉAL PARIS has put more emphasis on its expertise as a make-up specialist. The brand has built up an online community of fans for events like the Cannes Film Festival, which it officially partners, and develops exclusive services such as the Makeup Genius app, already downloaded 16 million times worldwide.
L’ORÉAL PARIS
MAKEUP DESIGNER

Expert products

L’ORÉAL PARIS is innovating in all make-up segments: eyes with Voluminous Superstar Mascara, foundations with True Match Genius and brows with Brow Genius. These launches are backed by digital campaigns that have powerfully engaged with consumers. The Collection Exclusive by Color Riche, featuring musician John Legend was shared on social networks using the keyword #pinkobsession.
MAYBELLINE NEW YORK

Successful modernisation

With its new and very contemporary “Make it happen” communications platform, MAYBELLINE NEW YORK makes the transformative power of make-up and the latest New York trends accessible to women all over the world. This repositioning has enabled the brand to step up sales across the planet, and post double-digit growth in the United States, the world’s largest make-up market(2).
MAYBELLINE NEW YORK

New mass-market beauty rituals

After creating the mass-market brow make-up segment in 2014 with Brow Drama, MAYBELLINE NEW YORK has extended its range with the Brow Satin pencil and Master Brow Pro Palette. The brand is winning market shares and strengthening its expert status in this category. The Nudes palette is another example of how MAYBELLINE NEW YORK is continuing to make new make-up rituals and trends widely accessible.
ESSIE

The hottest nail brand

Thanks to its new partnership with Global Color Designer Rebecca Minkoff, the American manicure brand is reasserting its nail colour authority. ESSIE returned to growth, boosted by trendy nail polish collections like Rock Legend, inspired by emblematic figures from the 1970s, which was launched in the autumn. The brand is also benefiting from the support of its community of fans online.

Nyx Professional Makeup point of sale in San Francisco in the United States.

NYX Professional Makeup,
an inspiring model

NYX Professional Makeup is a Division newcomer that stands out thanks to its radically new approach to make-up, its 100%-digital communications and its magnetic appeal. It is one of the most dynamic brands in the marketplace. Check out the incredible success story of a Californian brand with worldwide potential.

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Screenshot of L’Oréal Paris China website for Singles’ Day.

E-commerce performs
well in China

E-commerce is becoming a real growth driver for the Division, boosted by strong performances in China and significant acceleration in all the Zones. In China, the online sales channel, which already accounts for more than 20% of the Division’s sales(3), is extending the distribution network beyond the megacities. The L’Oréal brands had a field day in e-commerce on 11/11, better known as Singles’ Day, a major online shopping climax in China. MAYBELLINE NEW YORK was the first make-up brand on Tmall on that day(4).

Haircare, a winning category

In 2015, haircare remained key to the Consumer Products Division’s growth. The international potential of two highly complementary brands – Elvive by L’ORÉAL PARIS and Ultra Doux by GARNIER – led to strong performances once again this year.

Elvive by L’ORÉAL PARIS

New haircare solutions

Extraordinary Oil became the No.1 line of Elvive and hit new peaks in 2015 with the first Oil-in-cream to be applied to wet hair. The brand is innovating for Chinese consumers, with Power Moisture, shampoos that solve a tricky problem: greasy scalp combined with dry hair.

See also:
Innovations inspired by China
Ultra Doux by GARNIER

Meeting aspirations for natural beauty

Following on from the United Kingdom in 2014, Ultra Doux continued its conquest in 2015, launching in new countries, including Spain and Germany. The international roll-out was supported by major product successes, such as Mythic Olive, based on the reparative properties of this traditional ingredient. The brand caters to the move towards naturalness, a strong and aspirational trend in many countries.