Louis Vuitton–A report on the launch of a new fragrance

The revenue of the division Perfumes and cosmetics was 1.441 million euro in mid 2010. As we can see between 2008 and 2009, the revenue went down owing to the economic crisis, but since the end of 2009, revenues have registered an upward trend. This growth is due in particular to the new products which had a lot of success: Christian Dior (Fahrenheit 32, Midnight poison, Capture) and Guerlain (L’instant magic and Parure).

According to the Colbert, luxury depends on six main features: Inevitably international apprehension of all the aspects of the management; quality products; a strong and coherent image, often in close cultural connotation with the luxurious lifestyle; accessibility to a certain segment of the society; ceaselessly renewed creativity; a perfectly chosen, controlled and managed distribution

After the year 2009 with figures announced as almost “flat ", the French market of perfumes and cosmetics recovered positive growth in 2010 and reached 7 billion euros. On the market of perfume, the selective perfume shop maintains a situation of near monopoly. The market is concentrated, just like the distribution which became professionalized about fifteen years ago, to give birth to international groups. Several actors proceeded to restructuring their portfolios, to transfers and acquisitions with the aim of strategic repositioning. At the same time, the behavior of the consumers evolved.

Regarding the geographical level, if the Western Europe, North America and Japan still represent the main part of sales, these markets are mature. In opposition, the Eastern Europe, the Latin America and Asia (except Japan) develop very quickly. Among emerging markets, three appear in the top 10 today: Brazil, China and Russia;

With a world market representing 112 billion dollars in turnover in 2010 among which 72 billion result from 11 world leaders, the sector of luxury perfumes and cosmetics has a consequent weight in the world economy supported by the dynamics of essential actors.