欧莱雅免税销售部门计划裁员 旅游零售业务权重下滑 智通财经4月15日电，记者从多个市场和欧莱雅内部人士处获悉，欧莱雅中国旅游零售部门计划裁员。 两位人士确认裁员比例或高达50%。裁员主要因为近两年国内旅游零售渠道业绩不振。一名接近欧莱雅 总部的人士表示，目前裁员尚未开始。另有一名接近欧莱雅的人士表示，部分被裁员工将被给予n+5 （工作年限加五个月）的工资补偿。欧莱雅的旅游零售部门主要负责在市内免税店、机场免税店、海南 离岛免税店等旅游场景销售产品，欧莱雅官网信息显示，机场是关键销售点，占旅游零售总销售的50％ 以上。欧莱雅董事会主席、前任首席执行官Jean-Paul Agon 曾在公司2019年的财报会上披露，旅游零售 占全球销售额的9%左右，但在此之后官方很少披露该部门业绩。 (财新) ...

对于2025年在中国的投资方向，欧莱雅北亚总裁及中国首席执行官博万尚表示："2025年，第一个投资 方向是研发创新。我们将继续加大在这一领域的投资，以确保欧莱雅在中国市场上推出的产品质量是最 高的，同时在安全性方面绝不妥协。第二个投资方向集中在供应链（优化）上。继苏州智能运营中心之 后，我们即将落成南通智能运营中心。第三个投资方向是美妆基金。我们与凯辉基金和上海市静安区合 作成立了基金，将重点投资处于成长阶段的美妆品牌和相关企业，另一只基金由天图投资管理，与欧莱 雅集团战略创新风险投资基金公司BOLD合作，旨在投资同领域的早期公司。投资生态圈将为欧莱雅中 国未来二十年的发展奠定坚实基础。第四个投资方向是人才发展。欧莱雅始终秉持技能提升为核心的企 业文化，所以我们计划投资于人才的技术培养，帮助他们掌握新科技、人工智能等未来必备技能。" （文章来源：中国经营报） 马晓宇指出，在Z世代、45岁以上的熟龄人群以及男性这三类消费群体中看到增长机会。其中在男性消 费者方面，马晓宇表示："在我们的品牌矩阵中，巴黎欧莱雅和碧欧泉这两个品牌有非常专业的男士系 列。但我们也意识到，其实很多男性，特别是当他们身边有擅长护肤的女性朋 ...

Agency News 4月14日，欧莱雅已任命 WPP 美妆科技实验室为其在澳大利亚和新西兰地区的品牌宣传及网红营销代理机构，将旗下包括适乐肤（CeraVe）、理肤泉（La Roche-Posay）、巴黎欧莱雅（L'Oréal Paris）、科颜氏（Kiehl's）、圣罗兰（YSL）、兰蔻（Lancôme）、纽约色彩（NYX）、美宝莲（Maybelline）、瑞得 肯（Redken）在内的 32 个标志性品牌的相关业务整合至这一家代理机构之下。 WPP 美妆科技实验室的成立旨在整合欧莱雅的网红营销业务，并重新定义其品牌与网红及创作者的互动方式，以确保欧莱雅在不断变化的美妆市场中持续 取得成功。 欧莱雅集团的使命是创造能够打动世界的美，为每一位与之合作的人提供最优质的美妆产品，并满足所有消费者独特的美妆需求和期望。WPP 美妆科技实 验室充分利用 WPP 网络中最优秀的人才、技术和专业知识，汇聚了蔚迈（Wavemaker）、群邑（GroupM）和奥美公关（Ogilvy PR）的最强实力，以实现这 一承诺。 该团队负责提供全方位的网红管理服务，确保更高的一致性，加强管理和合规性，并使欧莱雅的各个品牌能够专注于战 ...

Core Insights - The beauty and medical aesthetics sectors are increasingly merging, with significant interest from both international giants and local startups, indicating a strong growth trend in this area [1][5][31] - L'Oréal is a leading player in this trend, having made substantial investments and strategic moves to integrate beauty and medical aesthetics [2][10][17] Group 1: Industry Trends - Since 2024, there has been an unusual enthusiasm among beauty companies to enter the medical aesthetics business, with both high-end and budget brands participating [1] - The merger of beauty and medical aesthetics is not a new concept, but it is gaining momentum, with companies like L'Oréal leading the charge [1][5] - The retail sales of cosmetics in China fell by 1.1% in 2024, while the total retail sales of consumer goods grew by 3.5%, highlighting the need for beauty brands to innovate and find new growth avenues [5] Group 2: Company Developments - In 2023, L'Oréal rebranded its active health cosmetics division to the skin science beauty division and launched its core brand, SkinCeuticals, in 2024 [2] - Estee Lauder's Clinique launched a series of medical device products, while Shiseido is set to introduce its first medical beauty brand in China [3] - Domestic brands like Shiseido and Up Beauty are also making strides in the medical aesthetics space, with new product launches and business developments [4] Group 3: Strategic Initiatives - L'Oréal's beauty tech transformation strategy, initiated in 2018, focuses on integrating technology into beauty and medical aesthetics, with significant investments in digital R&D [6][8] - The company has established a comprehensive network for integrating beauty and medical aesthetics, including investments in high-end medical beauty chains and partnerships with biotech firms [17][18] - L'Oréal's SkinCeuticals brand has seen a 9.8% year-on-year growth, reaching €7.03 billion in revenue, making it the fastest-growing segment of the group [10] Group 4: Market Dynamics - The merging of beauty and medical aesthetics allows brands to create a closed-loop product offering, enhancing customer loyalty and repeat purchases [22] - The shift towards medical aesthetics is seen as a necessary strategy to avoid intense competition in traditional beauty markets [19][20] - However, the differing operational models and regulatory requirements between beauty and medical aesthetics present new challenges for companies [24][30]

特朗普关税缓解，法国奢侈品公司欧莱雅、爱马仕、路威酩轩（LVMH）和开云集团股价上涨4.5%至 8.7%。 ...

Industry Trends - The personal luxury goods market in mainland China has shown fluctuations over the past decade but is overall on a growth trajectory, with expectations to become the largest luxury market globally by 2030, capturing 25% of the market share, surpassing the US and Europe [9][10] - Consumer preferences are shifting from "symbolic consumption" to "lifestyle and cultural resonance" and "experience premium," with sustainable consumption and technology-driven experience innovation emerging as significant trends [9][10] - In early 2025, the luxury goods sector's online advertising expenditure index saw a mild year-on-year increase of 1.2%, closely linked to peak consumption periods during holidays [12][18] Marketing Observations - The structure of consumer groups in the domestic luxury market is changing, with a noticeable trend towards younger and more rational consumers. Demand is shifting towards quality, culture, and personalized experiences, reducing ostentatious consumption while enhancing emotional and identity recognition [4] - The luxury sector must balance short-term traffic and long-term value through precise targeting, leveraging hot topics, and holiday marketing to drive immediate sales while building brand equity through sustainable narratives and IP development [4] Advertising Trends - The advertising landscape is evolving, with a significant shift towards OTT platforms, while mobile remains the primary advertising terminal. Video websites account for 67.7% of advertising expenditure, with full-screen and video pre-roll ads being favored formats [26][27] - In early 2025, the competitive landscape among luxury brands is intense, with L'Oréal leading the advertising expenditure index at nearly 1.2 billion, significantly outpacing competitors [18][19] Creative Trends - Local celebrity endorsements and scene-based marketing are becoming mainstream strategies, with domestic stars playing a crucial role in localizing brand marketing efforts [3][29] - Seasonal marketing strategies focus on limited edition packaging and cultural symbols to enhance product appeal during peak sales periods like New Year and Valentine's Day [33] - Live streaming of fashion shows is being utilized to showcase new designs and engage consumers in real-time, enhancing brand interaction and cultural transmission [41]

Core Insights - L'Oréal is facing unprecedented challenges in the Chinese market, with a decline in sales for the first time in a decade, while global sales grew by 5.1% in 2024 [2][6] - The company is launching initiatives focused on beauty technology and AI innovation, including the first Beauty Tech Hackathon in China [1][5] - L'Oréal has established two new investment funds aimed at supporting emerging beauty brands and related industries in China [3][4] Investment Strategies - The "Kaihui Chuangmei Future Fund" will invest in growing beauty brands and related enterprises, while the "Meili Linghang Fund" will focus on early-stage beauty projects with technological innovation and sustainability [3] - L'Oréal's investment strategy has shifted towards growth-oriented beauty projects, with the establishment of "Meici Fang" to invest in beauty startups and breakthrough technologies [4][5] Market Dynamics - The Chinese beauty market is experiencing a slowdown, with a 1.1% decline in retail sales and a 9.4% drop in imported cosmetics in 2024 [2][6] - Domestic beauty brands have gained market share, reaching 50.4% in 2023, surpassing foreign brands [7] - L'Oréal is adapting to changing consumer preferences, focusing on the "Z generation," mature consumers, and male demographics as key growth segments [6][12] Consumer Engagement - The company emphasizes the importance of understanding consumer behavior, noting a shift towards value, quality, and cultural resonance in brand connections [6][7] - L'Oréal aims to expand its consumer base from 100 million to 150 million by 2030 [6] Retail Strategy - L'Oréal is transforming offline stores from sales points to experience centers, enhancing customer engagement through service and product experience [9][10] - The company plans to deepen its presence in lower-tier cities, with a focus on expanding its retail footprint in these markets [11][12]

作者 | 周智宇 编辑 | 张晓玲 欧莱雅北亚及中国公共事务总裁兰珍珍依旧记得，怀揣着"让每一位中国女性都拥有一支口红"的梦想，欧莱雅在28年前进入中国市场。 如今，当初要做中国美妆市场第一的豪情已然实现。挤在小小的办公室里的十几个人，也扩张到1.5万人，欧莱雅在中国的品牌也从最早的3个，到如今的32 个。 这个背景下，国内外美妆企业的业绩呈现出差异化表现。高端国际品牌普遍失意，大众国货则继续攻城掠地，抢占消费者心智。 从财报看，欧莱雅集团全球销售额达434.8亿欧元，同比增长5.1%，创下历史新高。但北亚区（含中国）营收同比下滑3.2%，成为集团增长引擎中的"失速 点"。 这是欧莱雅在中国市场有记录以来的首次负增长，出现了"个位数的小幅下滑"。以至于欧莱雅集团CEO叶鸿慕也在财报会上，用"游戏更加艰难"形容中国市 场。当然，它依旧稳居中国第一大美妆集团的宝座。 3月31日的战略沟通会上，欧莱雅高管团队铺开了一张更大野心地图：到2030年，触及的中国消费者要达到1.5亿。目前这个数据是1亿。 五年时间里触达人群增长50%，是这家法国百年美妆巨头对中国市场的重新解构。 面对中国美妆市场从"高端化"转向"质价比" ...

Group 1 - L'Oréal is expanding its investment in the beauty ecosystem in China by establishing two new investment funds: the "Kaihui Future Beauty Fund" and the "Beauty Navigation Fund" [2] - The company aims to support the growth of Chinese beauty brands and related enterprises, emphasizing that investing in China is equivalent to investing in the future [2][3] - Despite global sales growth of 5.1% to €43.48 billion (approximately ¥327.3 billion), L'Oréal's sales in the Chinese market have declined for the first time [3][4] Group 2 - L'Oréal is focusing on a consumer-centric framework to adapt to the rapidly evolving demands of Chinese consumers, shifting from "cost-performance" to "value-performance" and then to "emotional-value" [5] - The company plans to reach 150 million consumers in China by 2030, targeting key consumer groups such as Gen Z, mature consumers, and men [5] - L'Oréal's strategy includes enhancing its brand matrix, introducing new brands, and innovating core products to meet consumer expectations [5][6] Group 3 - The company is expanding its offline presence, with plans to open 165 new high-end cosmetic stores in 2024, 72 of which will be in 39 cities [7] - L'Oréal is transforming offline channels from "sales points" to "experience points," focusing on creating immersive shopping experiences [8] - The company has created over 330,000 jobs in China, significantly impacting employment in related sectors [8] Group 4 - L'Oréal's R&D efforts in China are influencing global innovation, with successful products developed for the Chinese market being introduced worldwide [8][9] - The "L'Oréal BIG BANG Beauty Tech Co-Creation Program" has been launched to stimulate innovation among startups and SMEs in the beauty technology sector [9]

Core Insights - L'Oréal China is committed to long-term investment in the Chinese market, emphasizing its belief that investing in China is investing in the future [1][3] - The company aims to maintain its leadership position as the number one beauty group in China, focusing on collaboration across four major departments [5] Group 1: Market Confidence and Employment Impact - L'Oréal's CEO for North Asia expressed strong confidence in the Chinese beauty market despite global uncertainties, highlighting that L'Oréal China provides over 330,000 jobs, with each job creating an additional 20 jobs in other sectors, significantly higher than the industry average [3] - The beauty sector is identified as a key area for Sino-French cooperation, facilitating exchanges across various fields [3] Group 2: Strategic Focus and Consumer Targeting - L'Oréal plans to tap into the growth potential of Generation Z, mature consumers, and male demographics, aiming to reach 150 million consumers in China by 2030 [5] - The company is enhancing local R&D investments and innovation capabilities, launching the "BIG BANG Beauty Tech Co-Creation Plan" in 2025, which will focus on sustainability and AI integration [7] Group 3: Financial Goals and Management Adjustments - L'Oréal has set a sales growth target of approximately 5% in China for 2025, following a challenging previous year with a slight revenue decline [7] - Recent management changes include the appointment of a new general manager for L'Oréal Paris China, aimed at strengthening local operations amid sales challenges [8]