Tom Branna, Editorial Director06.05.21
After a challenging pandemic year, when consumers chose masks over makeup, L'Oréal Paris will discontinue color cosmetic sales in Japan. The move includes the Essie nail color brand.
L'Oréal said changing consumer habits forced a change in its portfolio. Now, the world's largest beauty company will focus on hair care and hair color in Japan.
“By focusing all of our investment and management resources on these categories and by making maximum use of digital technology, we intend to develop our business through new marketing strategies, high-quality products and services, and accelerated innovation,” the company said in a release.
L’Oréal said the sales of its makeup line and Essie brand would cease in Japan by the end of the year, and asked local media outlets not to publish those products on or after September 1.
L'Oréal said changing consumer habits forced a change in its portfolio. Now, the world's largest beauty company will focus on hair care and hair color in Japan.
“By focusing all of our investment and management resources on these categories and by making maximum use of digital technology, we intend to develop our business through new marketing strategies, high-quality products and services, and accelerated innovation,” the company said in a release.
L’Oréal said the sales of its makeup line and Essie brand would cease in Japan by the end of the year, and asked local media outlets not to publish those products on or after September 1.