Loreal 2012 Annual Report Download - page 46

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CONSUMER
PRODUCTS
FOCUS ON
MAKE-UP
IN THE UNITED STATES
Always at the forefront of innovation
and fashion, the world number one in make-
up(1), MAYBELLINE NEW YORK is attracting an ever-
growing number of consumers. The keys to its
success: innovative formulas that are im-
mediately perceptible to consumers, high-
impact communications and fashion colours
inspired by the shows that take place during
the New York Fashion Week. Mega Plush,
the latest addition to the Volum’Express
mascara family, is a resounding success:
its gel-mousse formula, which contains far
less wax than a trad itional mascara, meets
the needs of women who want both volume
and supple lashes. Several million units of
Mega Plush Volum’Express, with its unique
ultra-soft flexible brush, have already been
sold in the United States in 2012(2). Since 2010,
the market share of MAYBELLINE NEW YORK
mascaras has been growing steadily(2).
A cocktail of trendsetting
innovations
Also in eye make-up, MAYBELLINE NEW YORK’s
Color Tattoo 24 hours eye shadows have
met with great success. They use a highly
original gel-cream formula based on con-
centrated pigments to create a bold,
iridescent ink effect on the eyelid. They
have been tested and largely commented
on by beauty bloggers. Color Tattoo 24 hours
eyeshadows thus generated an extremely
positive buzz and have won over many new
consumers for MAYBELLINE NEW YORK. Finally
SuperStay 14 hours lipstick manages to com-
bine remarkable colour hold with a feather-
light feel on the lips, thanks to a technology
based on flexible resins that coat the pig-
ments with a long-lasting film.
MAYBELLINE NEW YORK, L’ORÉAL PARIS and ESSIE
have all contributed to an exceptional year in
make-up for the Consumer Products Division
in the United States. Each of these brands
has a colourful story to tell.
2. MEGA PLUSH VOLUM’EXPRESS
An innovative mascara by MAYBELLINE NEW YORK
with a gel-mousse formula and flexible brush.
1. SUPERSTAY 14 HOURS
This lipstick from MAYBELLINE NEW YORK
combines colour with a feather-light texture.
1
2
(1) Source: Euromonitor, 2011 data.
(2) Source: IRI retail panel, United States, 2012.
3
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