This crisis actually enhanced our strengths and confirmed that the transformative choices we made very early in the crisis were the right ones.
First, the choice to ramp up e-commerce. As early as the first quarter, the Division adapted very quickly to the new market conditions by reshaping and reallocating its business drivers across its digital ecosystem. Worldwide, e-commerce recorded double-digit growth in 2020 at +63% , with growth in every single region of the globe. E-commerce now accounts for 37% of Division sales, and it will soon reach 50%.
Second, the choice to invest strongly in direct-to-consumer, the most strategic channel of all because we control the full consumer experience and all consumer data.
Third, the choice to believe, more than ever before, in big, meaningful innovations. While all our competitors cancelled or postponed their launches, we stuck to our schedule and pushed our new products very hard.
Lastly, the choice to strengthen our position with Chinese consumers, the most important luxury consumers on the planet. In 2020, L'Oréal Luxe was the clear leader in the local Chinese market and Lancôme is Chinese women's favourite brand .
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L'Oréal SA published this content on 27 July 2021 and is solely responsible for the information contained therein. Distributed by Public, unedited and unaltered, on 27 July 2021 11:49:03 UTC.
L'Oréal is the world leading cosmetic group. The group offers skincare products (39.9% of sales), makeup products (19.7%), haircare products (15.4%), fragrances (12.6%), hair colouring products (8.3%) and other (4,1%). Net sales break down by family of products as follows:
- consumer cosmetics (36.9%): L'Oréal Paris, Garnier, Maybelline New York, NYX Professional Makeup, Essie Niely, Dark and Lovely, Mixa, MG and Carol's Daughter brands;
- luxury cosmetics (36.2%): Lancôme, Kiehl's, Giorgio Armani Beauty, Yves Saint Laurent Beauté, Biotherm, Helena Rubinstein, Shu Uemura, IT Cosmetics, Urban Decay, Ralph Lauren, Mugler, Viktor&Rolf, Valentino, Azzaro, Prada, Takami, A?sop, etc.;
- active cosmetics (15,6%): La Roche-Posay, Vichy, CeraVe, SkinCeuticals, Skinbetter Science, etc.;
- professional products (11,3%): L'Oréal Professionnel, Kérastase, Redken, Matrix and PureOlogy brands.
Products are marketed through mass distribution and distance selling, selective distribution, hair salons and pharmacies.
At the end of 2023, L'Oréal has 37 production sites worldwide.
Net sales are distributed geographically as follows: Europe (31.6%), North America (27%), North Asia (25.9%), Asia/Pacific/Middle East/Africa (8.4%) and Latin America (7.1%).
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