2009 Beauty Sales: $3.82 Billion, €2.74 Billion, -4.4% v. '08
Subsidiaries + Main Brands in 2009: Perfumes and Cosmetics/Parfums Christian Dior: Addict, Higher, J'adore, Dolce Vita, Tendre Poison, Fahrenheit, Eau Sauvage, Poison, Midnight Poison, Capture Totale, Diorskin, Dior Homme, Dior Homme Sport, Miss Dior Chérie, L'Or de Vie, Escale à Portafino. Guerlain: Issima, Shalimar, Les Aqua Allegoria, L'Instant de Guerlain, Insolence, Vetiver, Super Aqua Serum, Orchidée Impériale, Météorites, Terracotta, Guerlain Homme. Parfums Givenchy: Givenchy Pour Homme, Organza, Amarige, Very Irresistible, Ange ou Démon, Play, Instant Magic. Givenchy Le Makeup. Parfums Kenzo: Flower by Kenzo, Kenzo Amour, Eaux by Kenzo, Kenzo Ki, KenzoPower. Parfums Loewe. Sephora. Acqua di Parma. Benefit Cosmetics. Fresh. Make Up For Ever. Fendi. Pucci.
Recent History: Strong demand for Parfums Givenchy fragrances and Parfums Christian Dior mascaras helped drive first-quarter 2010 sales of LVMH Moët Hennessy Louis Vuitton's Perfumes and Cosmetics division up 11% versus the same prior-year period to 736 million. Last year, Asia—with 9% revenue gains—was the bright spot for the division. That continent, excluding Japan, generated 16% of LVMH's 2009 overall beauty sales, versus 14% in 2008. Europe excluding France made 39%, against 42%; France accounted for 17%, versus 16%; the U.S. generated 8%, unchanged year- on-year; Japan represented 7%, up 1 percentage point, and "other markets" rang up 13%, down 1 percentage point. The division's profits from recurring operations were 291 million, flat year-on-year. Fragrance remained its strongest category, making 53% of sales, versus 54% in 2008. Cosmetics generated 28%, unchanged year-on-year, while skin care accounted for 19%, against 18%. Dior, LVMH's star beauty brand, achieved "better than market performance in all its key countries," according to the company. Other 2009 highlights included strong growth for Guerlain in China, a priority market, and Givenchy's Justin Timberlake–fronted men's scent, Play, which posted "exceptional scores" in the U.S., where it was launched last fall. Parfums Kenzo maintained its worldwide market share, while Benefit achieved a "promising start" following its entry into Russia. Make Up For Ever celebrated its 25th birthday. With the aim of regrouping its sales forces, LVMH in May created a new structure called LVMH Fragrance Brands. It unites Givenchy, Kenzo, Pucci and Fendi. Each brand's creative, marketing and communications activity remains separate. Alain Lorenzo, Givenchy's president, is also the division's president. General managers were appointed at Givenchy, Fendi, Pucci and Kenzo. Dior and Guerlain maintain their own sales teams. The Perfumes and Cosmetics division generated 16% of LVMH's overall 2009 sales, down 1 percentage point year-on-year.