Consumer Products
The Consumer Products Division continued to grow worldwide, driven by a winning strategy of democratising and premiumising beauty with high-quality, inclusive and sustainable products. Thanks to powerful brands and a finger on the pulse of all consumer trends, the Division is ideally placed to elevate the mass beauty market and democratise beauty at its very best.
Alexis Perakis-Valat
“Our brands are leading the democratisation of new beauty habits with strong innovations and compelling activations.”
-
+5.4% growth in Division sales+5.4% growth in Division sales
-
+14% growth in haircare sales+14% growth in haircare sales
-
50% contribution to growth from emerging markets50% contribution to growth from emerging markets
-
No. 1 L’Oréal Paris is the world’s number one beauty brandNo. 1 L’Oréal Paris is the world’s number one beauty brand
-
No. 1 Maybelline New York is the world's leading makeup brandNo. 1 Maybelline New York is the world's leading makeup brand
-
3.2 million people benefitted from our brands' social commitment programmes in 20243.2 million people benefitted from our brands' social commitment programmes in 2024
2024 Performance
The Consumer Products Division reported growth of +5.4% like-for-like and +5.3% reported.
Momentum was well balanced across volume, price and mix, as the Division pursued its strategy to democratise and premiumise the mass beauty market. Each of the four international brands reported solid growth, especially L’Oréal Paris, which had an outstanding year. Progress was contrasted by region as strong momentum in Europe and emerging markets more than offset softer performances in the US and China – both of which were adversely impacted by weakening market growth. The Division’s strategic focus on emerging markets was vindicated by the strength in countries such as Mexico, Brazil, India and Thailand. All four categories grew, powered by key innovations. Haircare was particularly dynamic, driven by L’Oréal Paris. Skincare was the second-fastest growing category, while makeup benefitted from the introduction of L’Oréal Paris’ blockbuster Panorama mascara and a strong second-half-weighted launch plan. In hair colour, the successful rollout of Garnier’s premium offer Good was complemented by its most accessible launch, Garnier Color Sensation.
Highlights
Consumer Products builds on beauty growth in Latin America
Emerging markets offer an incredible opportunity for the Consumer Products Division to recruit new consumers among the growing middle-class and younger, digital-savvy beauty lovers. Latin America is the perfect example – the Division’s fastest growing region, at almost +17%.
Latin American consumers have in-depth beauty knowledge thanks to widespread social media engagement. The Division has capitalised on this by introducing innovations that inspire more sophisticated routines – boosting growth in sunscreen and serums with Garnier Express Aclara Vitamin C Serum, introducing high-performance haircare masks such as Fructis Hairfood, and makeup innovations such as Maybelline Superstay Lumi Matte foundation. L’Oréal teams developed successful activations, including strong advocacy and e-commerce, in order to engage consumers and make Latin America its fastest growing region for e-commerce.
In this region, Brazil stands out with its very demanding haircare market: consumers use up to seven products in their daily routine. A combination of superior formulas, winning innovations from shampoos to serums, and social media advocacy at scale helped make Brazil a key growth driver for the Division in 2024. The launches of Hydra Hyaluronic and Glycolic Gloss from L’Oréal Paris propelled Elvive to the country’s No. 1 haircare brand.
L’Oréal Paris continues to shine as world’s leading beauty brand
L’Oréal Paris was not only the biggest beauty brand in the world, but one of the fastest growing. 2024 was a standout year for science and innovation with major launches bringing top-of-the-line formulas at an affordable price across three beauty categories. In haircare, Elvive Glycolic Gloss introduces the power of a gloss technology with glycolic acid for shiny, healthy hair; in makeup, Panorama mascara, enriched with lash volumising technology, is fast becoming the leading mascara across multiple markets; and Bright Reveal, drawing on the Group’s hyperpigmentation scientific research, brings a new approach to managing dark spots for a brighter, more even skin tone.
Beyond superior science, a key success factor has been outstanding events and social media-led activations, connected to culture and what is important in people’s lives. L’Oréal Paris has a strong sense of purpose focused on female empowerment that was brought to life at high-profile events including the Cannes Film Festival and Le Défilé, a runway show that celebrated inclusion, diversity and empowerment during Paris Fashion Week.
L’Oréal Paris uses its visibility and influence to raise awareness about street harassment. Through its Stand Up programme, it has trained 3.5 million people across 46 countries since its launch in ways to react safely when experiencing or witnessing street harassment.
Empowering consumers with self-service beauty
Today’s beauty-savvier consumers are increasingly active online, researching and exploring new beauty products and routines. The Consumer Products Division nurtures this appetite by providing easy and transparent access to its beauty expertise. Brands have scaled the use of QR codes on products, packaging, point of sale and advertising, giving access to information on ingredients, sustainability, beauty tutorials and digital services such as AI-powered diagnostic tools. Garnier strengthened its augmented product strategy through QR codes in 2024 and the number of scans and time spent accessing services has more than doubled.
In 2024, L’Oréal Paris launched Beauty Genius in the US, a Gen AI-powered all-in-one personal beauty assistant enabling consumers to learn anything about beauty, simply and easily. Beauty Genius offers personalised diagnoses and virtual try-on, tailored product recommendations drawing on 750+ skincare, makeup and hair colour products from L’Oréal Paris, as well as personalised responses to individual questions. This virtual beauty assistant stimulated more than 50,000 conversations in its first two months.
