L’Oreal goes Affordable

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Further evidence of the trend towards a more frugal consumer comes from L’Oreal, the world’s largest cosmetics company.

Like Procter & Gamble, it was slow to react to the trends identified by the major retail chains some 2 years ago. As a result, its profits fell 14% in H1, after decades of 10% annual increases.

And like P&G, it is undertaking a fundamental reassessment of its product portfolio and mission statement. As CEO Jean-Paul Agon notes, its new focus is on “affordable innovation” rather than “premium-isation“.

Until recently, its aim was “more performance and higher prices”. Now, Agon says the drive is to “create affordable ranges”.

Agon also casts doubt on the idea that lipstick sales increase during a recession, as consumers seek “an inexpensive indulgence“. He says this is no longer true, and that instead women want their “skin to look perfect“. No doubt readers, as well as my fellow-bloggers Barbara, Malini and Doris, will be able to provide global insight on Agon’s new theory?

About Paul Hodges

Paul Hodges is Chairman of International eChem, trusted commercial advisers to the global chemical industry. The aim of this blog is to share ideas about the influences that may shape the chemical industry over the next 12 – 18 months. It will try to look behind today’s headlines, to understand what may happen next in important issues such oil prices, economic growth and the environment. We may also have some fun, investigating a few of the more offbeat events that take place from time to time. Please do join me and share your thoughts. Between us, we will hopefully develop useful insights into the key factors that will drive the industry's future performance.

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One Response to L’Oreal goes Affordable

  1. GFS 2 September, 2009 at 7:33 am #

    good…….

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