L’Oreal Romania integrates luxury division into local company

L’Oreal Romania is integrating its luxury division L’Oreal Luxe into the structure of the local company and will thus offer in its portfolio the Lancome, Yves Saint Laurent, Biotherm, Giorgio Armani, Diesel and Cacharel brands. The company says the move is meant to increase operational efficiency and allow for a better marketing approach.

“I am convinced Romania has a large growth potential, especially on the luxury products segment, where L’Oreal posted strong growth in 2012 at a group level (over 16 percent of sales),” explains Gilles Antoine (pictured), general country manager of L’Oreal Romania.

In Romania L’Oreal has been present for over 15 years and sells a portfolio of 14 brands distributed through stores, sales points and perfumeries throughout the country. Worldwide, the company has four divisions: the retail division (L’Oreal Paris, Garnier and Maybelline), the derma-cosmetics division (Vichy and La Roche Posay), the professional products division (L’Oreal Professionnel, Matrix and Kerastase) and the luxury products division (Lancome, Yves Saint Laurent, Biotherm, Giorgio Armani, Diesel and Cacharel).