Eleven of the eighteen brands that make up the L’Oréal Luxe portfolio are established in China and together, they cater to the diverse needs of Chinese consumers.
The iconic Yves Saint Laurent brand shows strong ambition in the region as well: it plans to open its first boutique in China in May 2013. This is in line with its Asian ambition, a major strategic avenue for international expansion for the brand with a relaunch in Taiwan in 2011 and in Singapore and Korea at the end of 2012. Acquired by L’Oréal in 2008, the emblematic brand added the missing link in 2012: after make-up and fragrance, its skin care offer was launched in 2012. This move allowed Yves Saint Laurent to quickly position itself as a leader in skin care, the key priority among Asian consumers, especially with the successful roll-out of a range powered by glycobiology - Forever Youth Liberator.
In addition to the European and American brands that benefit from the aura of ‘made in’ the West, the L’Oréal portfolio also includes a local name, Yue Sai. With customized products based on Traditional Chinese Medicine (TCM) ingredients powered by high-tech extraction, the Yue Sai brand is emblematic of the Group’s profound knowledge of Chinese consumers and also the emphasis on “invented in China, for China”.
Did you know?
1/ While Chinese consumers regularly visit official brand Web sites, 19% of them also state that they consult blogs dedicated to luxury (KPMG study, 2011). This makes them precious influence and awareness tools for the L’Oréal Luxe brands.
2/ The leading luxury brand in China (retailer feedback), Lancôme entered 18 new cities in 2012, bringing the total number of cities where it is available to over 70.
3/ In China, L’Oréal Luxe brand awareness was first built at the department store counters in Shanghai, Beijing, Hangzhou and Guangzhou, as well as Hong Kong. It now extends to expanding mid-sized cities like Ningbo and Kunming.