Product development: from dreams to reality

February 2013
L’Oréal Luxe technical development plays the role of "band leader" in the Division’s product development process.

Interview with SVP Operations L’Oréal luxury, Antoine Vanlaeys
Text transcription of the video

Industrial agility : L’Oréal Luxe technical development plays the role of “orchestrator” in the Division’s product development process. © L'Oréal

Interview with SVP Operations L’Oréal luxury, Antoine Vanlaeys

Industrial agility : L’Oréal Luxe technical development plays the role of “orchestrator” in the Division’s product development process. © L'Oréal

Text transcription of the video

Industrial agility : L’Oréal Luxe technical development plays the role of “orchestrator” in the Division’s product development process. © L'Oréal

L’Oréal Luxe technical development plays the role of “orchestrator” in the Division’s product development process.

This function is what makes it possible to transform “dreams into reality”, from a product’s creative idea to its marketing, according to the brand’s specifications.

Each year, this centre and its staff of 80 develop 1500 new products for the Lancôme, Armani, Yves Saint-Laurent, Biotherm, Helena Rubinstein, Diesel, Cacharel, Victor & Rolf, Stella McCartney and Maison Martin Margiela brands.

This means that it coordinates and ensures the consistency of the key phases of product definition, design, industrialisation and manufacture.

The fine-tuning phase in product definition is conducted with the marketing teams and designers and is essential for anticipating the industrial feasibility of a product concept. Next, the design phase consists of translating the product idea into industrially usable technical terms enabling the development and industrialisation of the packaging, formulas and production resources. The production phase and related support is ensured in close collaboration with the supply chain teams.

All of these points are indispensable for showcasing the 40,000 L’Oréal Luxe products points-of-sale throughout the world. Development adapted to fit the demands of the products and brands from design to marketing is why L’Oréal Luxe Operations combines artistic craftsmanship with industrial excellence.

Did you know?

 

1/ L’Oréal Luxe recorded an 8.3% growth increase in 2012 on comparable data and a 16% growth rate on published data. For each quarter, the division out-performed market growth in particular, due to the success of Lancômeand the strong performances in Asia and North America.

2/ L’Oréal Luxe is currently number one in the world fragrance market. Among other product launches, the successful launch of Lancôme's La Vie est Belle in 2012 reinforced the brand’s leading position. In fact, Lancôme's La Vie est Belle was the biggest world launch in the women's fragrance market in 2012.

3/ The "Made in" label is vital for the luxury industry. It is synonymous with craftsmanship and expertise. While most of the group's luxury brands are produced in France, the American brand Kiehl's is made in the USA and the Japanese brand Shu Uemura in Japan, so as to respect these brands' historic origins.