Follow us twitter facebook
Edition: Global
Click here to subscribe toour free weekly newsletter click here
Companies & industry

Luxury beauty: L’Oréal redoubles efforts in China

At a press conference in Shanghai, L’Oréal, the market leader and pioneer in luxury beauty in China, laid out its plans for attracting the next generation of Chinese luxury consumers, namely with the introduction of game-changing innovations like the successful launch of instrumental beauty leader, Clarisonic, in January 2013 and the opening of the new Yves Saint Laurent Beauté boutique in May 2013.

Nicolas Hieronimus, President L’Oréal Luxe  © L’Oréal

Nicolas Hieronimus, President L’Oréal Luxe © L’Oréal

L’Oréal Luxe has led the way for luxury beauty in China since it first introduced Lancôme to Chinese consumers in 1993. Twenty years and ten luxury brands later (and soon 11 with the upcoming launch of Yves Saint Laurent Beauté), this foresight has paid off. Today, L’Oréal Luxe is the most dynamic of the major luxury cosmetics groups in China with a growth of 1.3 times the market.

Research centre

To meet success in China, the division relies on the understanding of local needs. Thus, L’Oréal Luxe has been able to adapt its offering to the cultural habits, texture preferences and skin care routines of Chinese women and men, providing them with iconic, tailor-made premium products like Giorgio Armani’s Crema Nera Extrema and Helena Rubinstein’s Life Pearl Cellular. Chinese consumers’ penchant for ingredients used in traditional Chinese medicine has also inspired L’Oréal’s formulations, as seen in the Énergie de Vie range by Lancôme which uses precious root extracts of rhodiola, gentian and wild yam.

This a deep understanding and insight of the Chinese consumer and the specificities of Chinese skin and hair are made possible by the Group’s long-term investment in Research and Innovation, creating research hubs all over the world, like the one in Pudong, Shanghai, to be ever closer to its consumers.

A diversified portfolio of luxury brands

The launch of new brands like Yves Saint Laurent on the Chinese market will further enhance the existing L’Oréal Luxe portfolio, allowing the group to meet the needs of Chinese women and men across age, economic and lifestyle categories.

Thus, Chinese luxury beauty shopper can choose from rich European heritage brands like Lancôme and Giorgio Armani, disruptive American brands like Kiehl’s and Clarisonic as well as Asian gems like Shu Uemura or Yue Sai - the local brand that is based on high-tech extraction methods of traditional Chinese medicine and emblematic of “invented in China, for China”.

Inauguration of Helena Rubinstein boutique in China.  With famous Chinese actress Ms. Qin Lan.  © L’Oréal

Inauguration of Helena Rubinstein boutique in China. With famous Chinese actress Ms. Qin Lan. © L’Oréal

Growth driver

Despite the anticipated slowdown of Chinese growth, L’Oréal still considers China as the main foremost growth driver for its luxury division.

The most beautiful expression of L’Oréal Luxe brands is in China. Our brands have flourished and we have consistently outperformed the market growth for the past 10 years. Our desire and commitment is to continue investing in the development of the luxury beauty segment in China, growing our Luxe offering and leading the way in innovation and retail,” says Nicolas Hieronimus, President, L’Oréal Luxe.

China has, in turn, provided L’Oréal Luxe the opportunity to reinvent itself and redefine its brands to cater to the beauty needs of a new generation of Chinese consumers. “The exigencies of the market have challenged and inspired each of L’Oréal’s Luxe brands to constantly raise the bar in terms of product offerings, distribution, retail and service excellence as well as creative communications campaigns,” adds the company.

Chinese consumers are at the heart of L’Oréal’s focus and energies,” details Jean-Paul Agon, Chairman and CEO, L’Oréal Group, said. “A potential 250 million new Chinese consumers will be using L’Oréal’s products in the next 10 to 15 years, making China the number one contributor to our ambition of winning 1 billion new consumers and to our strategy of universalization. A significant portion of these consumers will be recruited by our Luxe brands, the segment where L’Oréal has historically led the market and where it will continue to influence the shape of its future.


  • Inauguration of Helena Rubinstein boutique in China. With famous Chinese (...)
  • Lancôme point of sale in Shanghai. In 2012, Lancôme achieved a record growth (...)
  • Young lady trying lipsticks. Fragrance and cosmetics rank second in Travel (...)
  • A customer tests the YSL make-up line. According to Bain & Company, (...)
© 2013 - Premium Beauty News -
latest news

A new trade show dedicated to clean beauty in London

Dubbed Clean Beauty in London the new trade show intends to gather experts, scientists, suppliers, brands, influencers and journalists under one roof “to build the future of clean beauty.” Taking place on October 12 & 13, 2020 at The Brewery, located at 52 Chiswell Street at the heart of London, the event aims to encourage (...)

read more
job opportunities
Experts’ views
India emerges as the next beauty giant

Asia Cosme Lab
India emerges as the next beauty giant

Thanks to a growing young population (first youth population in the world) and the emergence of a vast middle class, as well as a higher Internet connection from both urban and rural areas, India is set to emerge as the next beauty giant after China. Asia Cosme Lab took a deep dive in the fascinating Indian market, where both (...)

read more


We use cookies to give you a better browsing experience. By continuing your visit to this site, you accept the use of cookies. Read more and set cookies