L’Oréal Luxe
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+20.9% growth in Division sales, like-for-like
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+34.9% growth in the fragrance category
Agility, audacity and attentiveness were the watchwords for 2021, says Cyril Chapuy, President, L’Oréal Luxe, who looks back on a remarkable year for the Division and talks about key trends in beauty luxury.
Text version
2021 really was a milestone year for L’Oréal Luxe. A grand cru, as we say in French, in terms of performance of our brands across regions. In terms of quality of our innovations in skincare, fragrance and makeup, and in terms of the progress on our sustainability commitments.
2021 Performance
L’Oréal Luxe recorded strong growth at +20.9% like-for-like and +21.3% reported, in a global luxury beauty market that confirmed its recovery and saw a return close to pre-Covid levels. The Division achieved remarkable, balanced performance, by category, geographic Zone and distribution network, and has become the largest Division of the Group. L’Oréal Luxe took full advantage of the complementarity between its distribution channels, with a balanced acceleration of online and offline sales. At the end of the year, L’Oréal Luxe finalised the acquisition of Youth to the People.
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+23,9% growth in e-commerce sales
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+19% growth in sales at brick-and-mortar stores
Highlights
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Fragrance front and centre
The fragrance category was particularly buoyant in 2021, thanks to both iconic perfumes and disruptive newcomers launched by brands which recently joined the L’Oréal Luxe portfolio.
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L’Oréal Luxe is actively committed to sustainability
From sourcing raw materials to bottle and packaging design, L’Oréal Luxe is committed to making beauty more sustainable and responsible. In 2021, the Division made significant progress in this area.
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Luxury Beauty Tech
Beauty Tech continues to enhance beauty experiences to bring consumers the best luxury has to offer via immersive, spectacular and fully personalised customer journeys and services.
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China
Turning a traditional brand into a contemporary Asian icon
Makeup brand YueSai is using science to catapult traditional Chinese beauty into the future. The brand’s General Manager, Gail Lee, and Laurence Ma, L’Oreal China Vice President, General Manager, Luxe China, explain how this iconic brand is evolving.
Urban Decay targets online bullying
L’Oréal Luxe brands are committed to supporting causes they truly believe in. For example, Urban Decay has partnered with the Cybersmile Foundation to raise awareness about online bullying and promote digital well-being via its “Online Bullying Hurts IRL” campaign. From seemingly harmless teasing to direct threats, comments posted online and on social networks can have serious consequences, particularly for young people. The brand is committed to making the digital world safer by educating consumers, fans and employees on how to spot online bullying, intervene and positively redirect conversations. As part of the campaign, Urban Decay is partnering with influencers to share their stories of online harassment.
United States
Direct-to-consumer is booming in the United States
“The direct-to-consumer channel has grown considerably in the US, with fragrance and skincare sales accelerating, particularly on our e-commerce sites. Exclusive collaborations have also been incredibly successful. For example, the Urban Decay x Prince collection led 40,000 consumers to join the loyalty programme thanks to a campaign launched via text message—a channel popular with the new generation of consumers.” Megan Grant, President – L’Oréal Luxe USA
