Word: oreal
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Scientists are also working on the line extensions for Inneov, L'Oreal's line of edible beauty supplements, developed with Swiss food giant Nestle and launched last year. The promise is simple: take one of the little dark pink pills every day, and the firmness of your skin will improve. By the end of the year, consumers may be able to buy Inneov pills to thicken hair and tackle cellulite. On the horizon: a pill to enhance sun protection. "We started with a product that demonstrably shows you have firmer skin," Owen-Jones says. "This is not snake...
...Oreal is convinced that boomers will fight aging to the death and so demand more and more scientific solutions to that annoying biological problem. Company research shows that L'Oreal's consumer used to be between ages 20 and 50. Now she's between 15 and 70. A decade from now, L'Oreal predicts the range will extend from 12 to 90 years old. With the beauty-supplement market worth about $800 million, it could be a while before Inneov pays its way. "Maybe not for 10 years," says Merrill Lynch's Raju. "But they want first-mover advantage...
...this apparent foresight, L'Oreal's recent stock performance has at times been less than lustrous. Its P/E ratio has more than halved over the past three years, suggesting the market feels that its growth prospects have slowed. Analysts cite the company's big ad and promotions budget and the fact that its manufacturing is less efficient than that of its competitors. Says Citigroup's Smith: "L'Oreal has the cost structure of a prestige cosmetics house, yet only 25% of its products are in the prestige category. The rest is mass market." Such criticisms draw a scathing response from...
Owen-Jones has the good fortune to run a company that is not entirely beholden to analysts. Because of a complex arrangement, just over half of L'Oreal's stock is controlled through a holding company that includes Nestle and Liliane Bettencourt, Eugene Schueller's only child and--thanks to her L'Oreal stake--one of the wealthiest people in Europe...
Owen-Jones accepts that L'Oreal might have the odd off year, but in the long term, he sees no reason why all the markets shouldn't keep on growing, even the most developed ones. Take Sensation Totale, a skin-soothing lotion designed to go under the moisturizer that is Lancome's hottest product in the U.S. Does a premoisturizer moisturizer seem like a fanciful idea? Perhaps not in the American market, where women put an average of seven products on their face each morning. And certainly not in the Korean market, where L'Oreal also has a presence...