L'Oréal: worldwide licensing agreement for Miu Miu
February 09, 2024 at 03:01 am EST
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L'Oréal announces the signing of a long-term, worldwide licensing agreement with Prada for the creation, development and distribution of luxury beauty products under the Miu Miu brand, which will join the luxury division of the world's number one cosmetics company.
'Miu Miu was born in 1993 from the independent and unconventional spirit of Miuccia Prada. Since then, this unique luxury brand has embodied experimental creativity in the world of couture and fashion', says the French group.
The financial terms of this licensing agreement are not specified, and the first fragrances launched by L'Oréal are expected in 2025. The agreement will come into force following the usual regulatory approvals.
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L'Oréal is the world leading cosmetic group. The group offers skincare products (40.1% of sales), makeup products (20.2%), haircare products (15%), fragrances (11.9%), hair colouring products (8.8%) and other (4%). Net sales break down by family of products as follows:
- luxury cosmetics (38.3%): Lancôme, Yves Saint Laurent, Giorgio Armani, Kiehl's, Urban Decay, IT Cosmetics Shu Uemura, Biotherm, Helena Rubinstein, Yue Sai, Clarisonic, Atelier Cologne Ralph Lauren, Viktor&Rolf, Diesel, Cacharel and Maison Margiela brands;
- consumer cosmetics (36.6%): L'Oréal Paris, Garnier, Maybelline New York, NYX Professional Makeup, Essie Niely, Dark and Lovely, Mixa, MG and Carol's Daughter brands;
- active cosmetics (13.4%): La Roche-Posay, Vichy, CeraVe, SkinCeuticals, Roger&Gallet and Sanoflore brands;
- professional products (11.7%): L'Oréal Professionnel, Redken, Matrix, Kérastase, Pureology, Decléor Shu Uemura Art of Hair, Carita, Mizani and Baxter brands.
Products are marketed through mass distribution and distance selling, selective distribution, hair salons and pharmacies.
At the end of 2022, L'Oréal has 38 production sites worldwide.
Net sales are distributed geographically as follows: Europe (29.9%), North Asia (29.6%), North America (26.6%), Asia/Pacific/Middle East/Africa (7.7%) and Latin America (6.2%).