ANNUAL report 2011

migrating
products
Inspired by cultures and traditional
beauty needs and customs, these products
are extremely successful in the regions of
the globe which inspired their conception.
Some have already travelled the world.
Here are five examples of innovations from afar.
BB CReaM (SOUTh KOREA)
Originally created by dermatologists to soothe
the skin and conceal slight imperfections, Blemish Balm
Cream (BB Cream) has become a star product in south
Korea. Inspired by this local success story, L’Oréal’s
researchers have developed a new-generation BB Cream
for Maybelline new york which offers five benefits in a
single application. In each region where the product is
launched, its formula is adapted after a careful analysis
of skin colour and local culture. In 2011, Garnier
launched its BB Cream in europe and it has already
proved a hit with many women.
FRUCTIs
shaMpOO & OIL
(INDIA)
In India, haircare is one of the most
important beauty customs.
Oiling the hair is an important step,
which enables Indian women to
nourish their hair, by strengthening
it, while enjoying a pleasurable
sensation. The ritual often begins
with the application of an oil,
followed in most cases by a scalp
massage and shampoo. This was
a source of inspiration for
the shampoo & Oil 2-in-1 formula
developed by Garnier.
eLsèVe TOTaL RepaIR 5 (BRAzIL)
In Brazil, more than 50% of women have very curly or
frizzy hair (1) . Their first need is to repair their hair,
damaged by the sun, frequent washing and
straightening or relaxing treatments. L’Oréal launched
elsève Reparação Total 5, a comprehensive hair fibre
repair line designed and formulated by the Rio de Janeiro
laboratories to meet the special needs of Brazilian hair.
success in Brazil was immediate, and it rapidly spread
throughout Latin america. since then, the formula has been
launched in europe, India and the countries of south-east asia,
and has been just as enthusiastically received.
(1) Source: internal 2010 L’Oréal Brazil study.
COLOR naTURaLs
(MIDDLE EAST)
In the countries of the Middle east,
colouring the hair is a very
frequent beauty ritual, particularly
on important occasions such as
weddings. Taking its inspiration
from traditional henna-based
colourants and the use of argan oil
haircare after colouring, Garnier
has adapted its Color naturals
formula. enriched with olive oil,
the conditioning balm enables
women to take advantage of modern,
effective and rapid colouration
and in a far more convenient way!
BaBy LIps (ChINA)
Chinese consumers judge the
effectiveness of a lip balm by the
sensation they feel on their lips, as
well as by the visual result: the balm
must be light and the lips glossy,
evoking the hydrating power of
water. The imaginative dimension
is very different in europe and
the United states, where women
prefer their balms to be thicker and
non-glossy. This observation led
to the development, at the pudong
laboratories in China, of Baby Lips,
the first-ever lip balm line from
Maybelline new york, which hydrates
and repairs the lips.
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