L'Oreal(US:LRLCY) Bei Jing Shang Bao·2025-09-08 10:59Core Viewpoint - L'Oréal has launched a new perfume line "Miutine" in collaboration with Miu Miu, reflecting a strategic move to enhance its fragrance business amidst slowing growth in other segments [2][3][4]. Group 1: Product Launch and Design - The "Miutine" perfume series combines the brand name "Miu Miu" with the French word "Mutine," meaning rebellious [2]. - The bottle design features Miu Miu's signature matelassé leather pleating, paired with a stylish azzurro blue box, showcasing a blend of high fashion and youthful energy [2][3]. - Pricing for "Miutine" is set at 890 yuan for 30ml and 1650 yuan for 100ml, comparable to other high-end perfumes like Chanel [3]. Group 2: Market Performance and Growth - Miu Miu has seen a remarkable sales growth of 93.2% in 2024, making it a hot brand in the luxury sector [3]. - L'Oréal's overall sales growth is slowing, particularly in the Chinese market, where sales in the North Asia region declined by 1.1% to 53.927 billion euros in the first half of 2025 [4]. - Despite the slowdown, L'Oréal's fragrance business has become a new growth engine, with a 11% increase in sales during the first half of the year [4]. Group 3: Strategic Investments and Future Plans - L'Oréal plans to accelerate its fragrance business, with upcoming launches including a men's perfume from Prada [5]. - The company has made several strategic investments in the fragrance sector, including acquiring stakes in luxury brands like Amouage and Jacquemus, and investing in the Korean brand Borntostandout [5]. - Experts suggest that L'Oréal's focus on high-end fragrances is a necessary strategy as its skincare and makeup segments reach maturity [5].