Loreal 2012 Annual Report Download - page 56

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PRODUCTS
PROFESSIONAL
KÉRASTASE
HAIRCARE
AT ITS BEST
In 2012, KÉRASTASE was the brand which made the largest con-
tribution to the division’s growth. In some 20 countries, KÉRASTASE
achieved double-digit growth. In China, in particular, its sales leapt
upwards by +33.3%(1). In this market, offering a vast reservoir of
potential growth, KÉRASTASE opened its first department store counter
in Shanghai, where it promotes its expertise, par ticularly in scalp
diagnosis. This is a magnificent showcase which will help the
brand win over new consumers looking for high-end products. In
the United States, the second-largest growth contribu tor for the
brand, its expansion accelerated substantially, with sales rising by
+14.9%(1). This success reflects the policy of focusing on salon ser-
vices and products to boost consumption, while also developing
online sales, which accounted for 9% of sales.
New face, new message
The international roll-out of KÉRASTASE is based on a conquest strat-
egy that emphasises high quality and focuses on innovation, the
recruitment of new consumers, and an ever-growing focus on
luxury and seduction in both services and products. In 2012, the
road map featured three major events which contributed to the
success of the brand and its sales growth in salons.
There was the launch of the Cristalliste range for long hair, the first
haircare product concentrated in “liquid light”, which extended
The division’s luxury haircare brand
moved up a gear in 2012. Its roll-out
strategy is based on innovation,
the recruitment of new consumers,
and a constantly increasing emphasis
on luxury and seduction.
ELIXIR ULTIME
In 2012, KÉRASTASE expanded the range
of its most precious oil, Elixir Ultime,
and launched its new exceptional
haircare 24 Carats and its Grands Crus.
(1) Like-for-like.
54