Fragrance front and centre

The return to socialising boosted the fragrance category

Against a backdrop of varying public health conditions in countries around the globe, beauty aspirations have evolved rapidly. At the crossroads of “social beauty”, wellbeing and the sensory pleasure procured by perfume, the fragrance category stood out, particularly in North America and Mainland China, where it accelerated strongly.

Amid the challenges of this unprecedented period, fragrances reached new heights in catering to consumers keen to assert their identity. Perfumes that embody their quest for freedom and optimism, such as Libre by Yves Saint Laurent, and those that symbolise radiant, shared happiness, like La Vie est Belle by Lancôme, were particularly successful. 

In Asia, high-end perfumes performed particularly well, like those by Maison Margiela and the Armani Privé range, which is especially popular in China. 

Acquisitions enhance the L’Oréal Luxe brand portfolio

Over the last few years, L’Oréal Luxe has acquired several brands from the world of couture, which have done a spectacular job of launching their fragrances. Valentino and Prada nicely complement our historic brands Giorgio Armani and Yves Saint Laurent. With Voce Viva, Valentino offers consumers a haute couture fragrance. Prada’s vision of luxury is very contemporary, and its fragrances have found an enthusiastic audience. The new men’s fragrance Luna Rossa Ocean embodies bold, accomplished masculinity, while the women’s fragrance Candy symbolises sophisticated eccentricity, as personified by its virtual muse.

World-renowned fragrance brands Azzaro and Mugler, which joined the Group in 2020, renewed their ranges with new takes on their iconic perfumes: Eau de Parfum Intense The Most Wanted by Azzaro and Alien Goddess by Mugler. These acquisitions strengthened the Group’s unique luxury perfume expertise, significantly contributing to the category’s buoyancy within the Division and to L’Oréal’s leading position in fine fragrances worldwide.