Skincare is back with a bang
Skincare is indispensable to combat external factors affecting the skin in urban environments and goes hand in hand with makeup. The category is booming, particularly in Asia. A major asset for L’Oréal Luxe, its iconic skincare products have become essentials.
Skincare: a fast-growing category
The skincare market has experienced significant acceleration . Several factors have contributed to consumer enthusiasm for these products. The first of these is massive urbanisation, which amplifies the types of external factors to which the skin is exposed: pollution, fatigue, stress, etc. The increase in life expectancy with an ageing population in Asia and the West also plays an important role. Next, Millennials’ investment in skin quality has led to the development of innovative skincare products and new beauty rituals: masks, scrubs, serums and more. Men are also increasingly interested in skincare, particularly in Asia. Finally, consumer demand for natural and sustainable products, which is especially visible in the skincare segment, has opened up new opportunities for the brands. In Asia, skincare products are a must-have, with particular demand for moisturising, anti-ageing and skin-tone correctors.
All of these trends contribute to the buoyancy of the skincare category, which is doing particularly well in the luxury market.
A winning strategy for skincare
L’Oréal Luxe has taken full advantage of this trend thanks to its portfolio, which includes major skincare brands like Lancôme, Kiehl’s and Biotherm as well as the premium skincare ranges of Helena Rubinstein and the couture brands Yves Saint Laurent and Giorgio Armani. The Division’s success is underpinned by its longstanding pillars – Génifique and Rénergie by Lancôme, Calendula and Powerful-Strength Line-Reducing Concentrate by Kiehl’s – which have proven themselves time and again. The success of these products is owed to superior quality, continuous improvement and tireless attention to consumer needs. Thanks to years of Research & Innovation, L’Oréal is a step ahead, allowing the Group to anticipate consumer aspirations and guarantee the best in terms of safety and effectiveness.
Laurence Ma, General Manager Lancôme China, explains what drives Lancôme’s success in China:
Laurence Ma
General Manager Lancôme China
In addition to its historic pillars, L’Oréal Luxe has also met with remarkable success with brands like Biotherm, which is growing strongly thanks to the performance of the Life Plankton range which appeals to younger consumers.
Helena Rubinstein is also performing well following its repositioning as an extremely premium, exclusive skincare brand, particularly popular among Chinese consumers.
The Division has also invested in the promise of IT Cosmetics, whose launch in skincare in the United States has been a success.
