2008 Executive Summary

Professional
PRODUCTS
+1.3%
sales growth like-for-like
in 2008
08
€2,471 million
in sales generated
by the division in 2008
Creativity and services
for each salon
Supporting the development of
hair salons in the “growth-relay”
countries and providing new
leverage for the development
of salons in the mature countries
are the major challenges for the
Professional Products Division.
It draws on a portfolio of brands
that complement each other
in both inspiration and price
positioning, to meet the needs
of all salons.
The division strengthened its leadership position
in the international hairstyling market in 2008.
In Western Europe, growth (+0.6%) was driven by
the northern European countries (Germany, the
Netherlands, Scandinavia and the UK). In North
America (–6.3%) where the market is in recession,
the division nonetheless saw an increase in sales of
hair colourants (+6.0%). The Rest of the World zone
continued to grow rapidly (+14.7%), led by Russia,
Brazil and China. Although 2009 is likely to see a
downturn in the market, it will also be a year of
innovation and the conquest of new markets,
particularly in South East Asia, North Africa and the
Middle East.
L’ORÉAL PROFESSIONNEL
In 2008, the growth of L’ORÉAL PROFESSIONNEL
outpaced the market. In hair colourants, the brand
strengthened its leadership thanks to Majirel, Luo
Color, Color Suprême anti-ageing hair colourant,
Platinium Plus and Rubilane ® . In haircare, Série
Expert confirmed its dynamism around the world,
thanks to the launches of Liss Ultime and Volume
Expand. The new range Série Nature, designed
around natural ingredients, was another source
of growth. In styling, the growth of L’ORÉAL PROFES-
SIONNEL has been driven by the extremely successful
Play Ball, while Texture Expert continued its
conquest of the United States and has moved
into Asia. The brand entered the men’s market with
the launch of L’Oréal Professionnel Homme, in
particular Cover 5’ which naturally covers grey hair
in five minutes.