LVMH Annual Report

2 0 1 8 H I GH L I GH T S

Parfums Christian Dior had another excellent year and gained market share, underscoring the vitality of its iconic fragrances and the success of its innovations. J’adore, boosted by a newmarketing campaign, made further progress and Miss Dior established its leadership in Asia. Men’s fragrance Sauvage, which had an Eau de Parfum version added to its range, saw exceptional growth. With the launch of Joy by Dior, embodied by actress Jennifer Lawrence, the brand added a fresh new scent to its olfactory landscape. The Maison Christian Dior boutique concept, offering a collection of exceptional fragrances, confirmed its appeal with excellent results. Parfums Christian Dior showcased its roots in Grasse; a source of inspiration and a creative hub (with Les Fontaines Parfumées, François Demachy’s fragrance laboratory) as well as an exceptional terroir for its flowers used to make perfume. Guided by the creative vision of Peter Philips and backed by a strong digital marketing strategy, makeup consolidated its positions, with strong performance in the lip cosmetics segment, in particular the new Ultra Rouge lipstick, and a substantial acceleration in foundation fueled by new additions to the Forever range and the launch of the Dior Backstage Face & Body Foundation inspired

– Sustainable design: a priority for Parfums Christian Dior

The weight and volume of packaging used for the new Diorskin Nude box and foundations in the Backstage range was reduced considerably in 2018. The transformation of the brand’s skincare packaging also continued, with thinner cases made from FSC-certified (Forest Stewardship Council) card introduced for the Capture Youth range. The Maison also explored sustainable design at its points of sale, securing LEED® (1) environmental certification for its new Champs-Élysées store in Paris which boasts sustainable materials, lighting that adjusts to outdoor brightness, and an internal air purification system – all examples of best practices that the brand will be able to duplicate in other locations. (1) Leadership in Energy and Environmental Design

Parfums Christian Dior

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