FRANCE. L’Oréal Paris presented a host of new products and travel retail exclusives at the recent TFWA World Exhibition in Cannes.
This year the company has stepped up its presence in the burgeoning men’s skincare sector, with the roll-out of its Men Expert collection. “This has been a new adventure for us,” confirmed Worldwide Marketing Director Jacques Berger.
“It has taken time to convince and change male consumers, and the major players such as Biotherm, Clinique and Clarins have done a good job educating customers”¦With our more affordable price points, we are making men’s products more accessible. We bring traffic and a new consumer to the [travel retail] store.”
L’Oréal Paris introduced Men Expert to the channel in March, via two exclusive sets and a starter pouch. Within six months, the range had been introduced to 407 travel retail stores in 40 countries across Europe and the Middle East.
New for next year is Hydra Energetic Tanning Moisturiser, which aims to convert male consumers to the self-tanning segment. The product is said to provide a natural-looking, non-orange tan in just one hour, while keeping skin hydrated for 12.
To support the launch, L’Oréal Paris has created an “Energising Pouch” featuring three Men Expert products – the Anti-tightness gel, Hydra Energetic face cream and the new tanning moisturiser – plus a bonus mini shaving foam. This limited-edition set will be available from March 2006.
“It is important to be different from the local market,” Berger explained. “And to increase our competitiveness (in terms of revenue generated), we will push our gift sets more.”
Within lipstick, L’Oréal Paris has created Color Riche Star Secrets, a lipstick collection signed by the company’s stable of spokeswomen such as Laetitia Casta and Claudia Schiffer.
Each spokesmodel has chosen a shade, and “autographed” the lipstick case. The original Color Riche packaging has been revamped in lacquered black with the signature printed in gold.
Also new for lips is Kiss Proof Ultra Glossy. Described as a “tattoo effect” lipstick with a high-gloss finish, it is said to deliver 12 hours of wear and shine. The travel retail exclusive set includes a free gloss.
Regarding skincare, the company is capitalising on the current “dermatologist” trend with Wrinkle De-Crease Collagen Filler and ReNoviste 3-Step Glycolic Peel Kit. A Wrinkle De-Crease Duo set that is exclusive to inflight will be launched in 2006.
In terms of regions, L’Oréal Paris has expanded its presence in Asia. According to Berger, the company has achieved good results at DFS Group’s Hong Kong Sun Plaza and Chinachem locations. Animations in Seoul Incheon have also boosted sales, and L’Oréal Paris will follow up its entry into Osaka Kansai with a listing at Tokyo Narita airport in 2006.
“Before 1982, we were known predominantly as a hair care and styling company,” noted Berger. “Now make-up and skincare account for 21% and 26% of sales, respectively.”
He concluded: “We are changing our profile. We are now a balanced global beauty brand, present across all key product sectors.”
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