中东正在打仗，但这里的生意没有停摆。 近年来，中东美妆市场增速非常亮眼。 根据欧睿国际数据，中东与北非地区（MENA）美容及个人护理市场规模已突破4 6 0亿美元； 麦肯锡则预计，2 0 1 5年至2 0 2 7年间，将是全球少数几个在香氛、染发、护发、护肤等主要美 妆细分领域都能保持两位数增长的市场之一。 过去几年，全球美妆市场的增长逻辑其实已经发生变化：欧美成熟市场趋于平稳，中国市场进 入更深的存量竞争，许多品牌都在寻找新的增长引擎。在这个节点上，中东年轻的人口结构、 持续升级的零售环境、高渗透的香氛与彩妆消费，再叠加相对稳定的高端消费能力，使它成为 少数可以同时承接"规模增长"与"品牌溢价"的区域。 | | | 国际美妆集团在中东的增速、市场划分与具体措施 | | | | --- | --- | --- | --- | --- | | 集团 | 区域市场 | 主要品牌 | 2025财年 | 具体动作 | | | | | 增长情况 | | | 欧莱雅 | SAPMENA地区 | L'Oréal Paris巴黎欧莱雅 | 增长10.9% | 在中东市场份额领先,在以 色列北部城市米格达勒埃梅 | | | | ...

Core Viewpoint - LVMH is considering selling its makeup brand Make Up For Ever and skincare brand Fresh, as well as divesting part of its stake in Fenty Beauty due to declining performance and profitability challenges in the luxury market [2][3][4]. Group 1: Brand Performance - Make Up For Ever, founded in 1984 and acquired by LVMH in 1999, has been experiencing losses for several years, with an average price point of 300-500 RMB [2][3]. - Fresh, established in 1991, has also been facing difficulties, including the closure of multiple stores in China between 2024 and 2025 [3]. - Fenty Beauty, co-founded by Rihanna, initially gained popularity but has not maintained its momentum, leading to a decline in brand visibility [3]. Group 2: Financial Performance of LVMH - LVMH's total revenue for 2025 is projected to be 80.8 billion euros, a decrease of 3.876 billion euros (5%) from 2024 [4]. - The company's operating profit and net profit are expected to decline by 9% and 13%, respectively, amounting to 17.755 billion euros and 10.878 billion euros [4]. - In 2024, LVMH's revenue was 84.683 billion euros, down 2% year-on-year, with operating profit and net profit decreasing by 14% and 17%, respectively [4]. Group 3: Market Trends and Strategic Shifts - The luxury market is shifting from oligopoly to a more diversified landscape, with increasing competition from niche and custom brands [4]. - Consumer behavior is changing, with a decreasing willingness to pay premium prices, prompting luxury brands to focus on product innovation and service improvement [4]. - LVMH's strategy may involve divesting non-core brands to concentrate resources on stable growth brands like Dior and Guerlain, reinforcing its position in the high-end beauty market [5].