L'OREAL 12 Billion 500 Million Yuan Collection YSL Will Not Rewrite The Market Layout

With the offer of 1 billion 150 million euros (12 billion 500 million yuan), L'OREAL group has formally taken YSL Beauty to its flag.

According to L'OREAL, Yves San Laurent will be placed in the high-end cosmetics department of L'OREAL group and has consolidated its report since June 30th this year.

According to the reporter, the old club of Yves Saint Laurent is France's second largest luxury group PPR (Pino spring redo group), although Yves Saint Laurent once lost money, but in the third quarter of 2007, sales have reached 15.7% growth.

According to the agreement signed by both sides, PPR also sold the brand and Boucheron of Yves Saint Laurent to L'OREAL in the form of long-term international exclusive operation, pferring the right of production and management of perfume and cosmetics brand Stella McCartney, Oscarde laRenta and Ermenegildo Zegna to L'OREAL.

At present, L'OREAL group has Lancome, Biotherm and Shu Mu Su, and other high-end cosmetics brands, and have been sold in the domestic market.

"The strategic contract will consolidate the position of L'OREAL group in the high-end cosmetics market," said an Gong, chief executive officer of L'OREAL group.

"But from the domestic market, the high-end cosmetics group that can compete with each other is Shiseido, Estee Lauder, L'OREAL and Dior brand LVMH.

These groups have virtually monopolized all high-end brands currently sold in China's retail channels. "

Some analysts believe that L'OREAL's takeover of Yves San Laurent is not enough to subvert the current situation of China's high-end cosmetics market.

Related reports: L'OREAL completed the purchase of Yves San Laurent by 1 billion 150 million euros

After putting Chinese small nurses, Yuesai and other low, medium and high-end brands into the ranks, L'OREAL group also added huge tycoons to the high-end cosmetics market. Yesterday, L'OREAL China announced that, according to the terms of strategic agreement between L'OREAL group and PPR group of France in Paris at the beginning of this year, Yves Saint Laurent beauty company officially joined the high-end cosmetics department of L'OREAL group.

Yves Saint Laurent is a luxury brand in the world. Its original owner is PPR, PPR, and its famous brands such as Gucci and Puma.

L'OREAL's takeover price is 1 billion 150 million euros, and L'OREAL wins the long term, exclusive brand licensing rights of Yves Saint Laurent and Boucheron brand in the perfume and cosmetics industry.

It is understood that Yves Saint Laurent brand in Beijing Zhongyou department store and other shopping malls have nearly 10 counters.