Core Viewpoint - Kering Group has dramatically shifted its beauty strategy by selling its beauty business to L'Oréal for €4 billion, including the Creed perfume brand and beauty licenses for Gucci, Bottega Veneta, and Balenciaga, signaling a strategic retreat from the beauty sector [2][4][5]. Group 1: Strategic Shift - The decision to sell was driven by new CEO Luca de Meo, who has implemented significant reforms within a short time, contrasting with the previous aggressive expansion into the beauty sector [4][5]. - The agreement includes three key components: L'Oréal acquiring Creed, taking over beauty licenses for Gucci, Bottega Veneta, and Balenciaga, and exploring opportunities in health and longevity together [5][6]. Group 2: Financial Context - Kering faces severe financial pressure, with net debt reaching €9.5 billion and long-term lease liabilities of €6 billion as of June 2025, raising concerns among investors [9]. - Gucci's performance has been declining, with operating profit dropping 52% to €486 million and revenue falling 16% to €7.587 billion in the first half of 2025 [9]. - Despite Kering's beauty segment showing a 9% growth in the same period, it is insufficient to alleviate the overall financial challenges faced by the group [9]. Group 3: Market Implications - The sale reflects a broader trend in the luxury sector, where beauty products are seen as a key growth area, yet Kering's decision indicates a shift towards more strategic and refined decision-making in brand management [11][12]. - The collaboration model between Kering and L'Oréal may set a new trend in the industry, focusing on equity partnerships and joint ventures to maintain brand integrity while leveraging operational expertise from beauty companies [12].