Our mission? To democratise beauty at its best. In 2021, we can say to our teams: “mission accomplished!” But there is still so much more to do.

What are the 2021 mass market beauty insights?

The market recovered in 2021, returning to its pre-pandemic size. It’s evolving. Here are two key insights. First, consumers are looking for more. More quality, more performance, more care, more “sensoriality”.

A second trend is the need for more transparency from the brands, their products and their contributions to make the world a better place. Thanks to digital, consumers are more informed and therefore more demanding than ever before.

Three words to describe 2021 for the Consumer Products Division?

Acceleration, premiumisation, and innovation!

First, acceleration of our business quarter after quarter, if we compare to 2019, and with market share gains around the world. This acceleration was possible thanks to the strong commitment and dedication of all the Division’s teams.

Second, premiumisation, which is at the core of our culture. One illustration of this is the skincare launch of Age Perfect Midnight Serum by L’Oréal Paris, with its pioneering science and accessible luxury positioning.

Third, innovation, because 2021 was a great "vintage", with Maybelline’s Sky High Mascara, Garnier’s Vitamin C serum and Dream Lengths Wonder Water from Elsève. We also innovated with new digital tools to help consumers find the right foundation shade for them or the right skincare routine. 

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Democratising beauty at its best

A brand that stands out?

NYX Professional Makeup. It is incredibly successful among the Gen Z makeup lovers around the world. This was possible thanks to great new products and an innovative communication strategy, such as the partnership with Money Heist on Netflix and the strong presence of the brand on new platforms like TikTok and Triller.

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Committed, inclusive, responsible brands

What does this image mean to you?

This image illustrates the genuine commitment of our brands to major causes, of which I am very proud. Here you can see the L’Oréal Paris Stand Up programme highlighted on the Burj Khalifa tower in Dubai. This programme promotes training to prevent street harassment, which more than 650,000 people have already taken.

I am also very proud of Garnier's Green Beauty initiatives and Maybelline New York’s Brave Together programme to fight against anxiety and depression.

What’s next?

We are laser focused on three strategic priorities. First, to lead the premiumisation of mass. Second, to be at the forefront of Beauty Tech and digital. And, finally, to accelerate further in emerging markets; because they are the next frontier for many of our brands, and also because they are at the core of our Division's mission, which is to democratise beauty at its best.