F O C U S I N G O N Q U A L I T Y A N D C U LT I VA T I N G U N I Q U E N E S S

LVMH is a key player in the perfume, makeup and skincare sector, with a portfolio of world-famous Maisons as well as younger brands with a promising future. The creative momentum of LVMH s Maisons is driven by growth in its iconic lines as well as bold new products. They are all driven by the same values: the pursuit of excellence, creativity, innovation and appeal.

Unique creative momentum

With surging demand in Asia and the huge popularity of skincare, the global perfume and cosmetics market is highly competitive, with increasingly compact innovation cycles. In this context, all of LVMH s Maisons continue to pursue their objective of gaining market share, which depends more than ever before on quality, product per- formance and a robust innovation policy. In the heart of France s Cosmetic Valley business cluster, researchers at LVMH s Hélios R&D facility play a crucial role in helping the Maisons meet these requirements. The Maisons also uphold their commitment to biodiversity and sustainable design.

Excellence and innovation in retailing

All the brands are accelerating the implementation of their online sales platforms and stepping up their digital content initiatives. Excellence in retailing is key. It requires expertise and attentiveness from beauty consultants, as well as innovation in sales, both in stores and online. Our brands are actively incorporating digital tools to enhance the customer experience and attract new consumers. The Group s refusal to engage in excessive special offers and parallel sales, although such practices are used by a number of its competitors, helps ensure the powerful appeal of LVMH s Maisons.

2022 Outlook LVMH s Maisons are well positioned to stand out in their competitive environment. While remaining highly vigilant over the months to come, they will boost innovation and continue to invest in their communications, ensuring selectivity in their retail networks and creating compel- ling digital experiences. Focusing on building its appeal through its image as a major brand rooted in the world of couture, Parfums Christian Dior has set ambitious leader- ship targets. The Maison will continue to innovate in its icons, especially Sauvage, Miss Dior, Rouge Dior, J adore and Prestige. Its directly operated stores will continue their expansion, in particular in China. Expanding the share of online sales and digital communications is also a key priority, along with effective supply chain manage- ment in a context of heightened volatility. Guerlain will expand its international presence, paying particular attention to the selectivity of its distribution. Its momentum will be driven by strong growth in skincare combined with its expertise in spa treatments, the devel- opment of its fragrance ranges toward Collections, new energy in makeup and an acceleration in digital initiatives. In 2022, the Maison will celebrate the 15th anniversary of its In the Name of Beauty sustainability program. Parfums Givenchy will enrich its range of fragrances and continue its expansion into makeup. Acqua di Parma will relaunch its iconic Colonia range. Make Up For Ever will launch a further improved version of its HD Skin flagship line, developed by its community of makeup artists. Benefit will further expand its range of blushes while continuing to innovate in its brow collection. Parfums Kenzo will continue reviving its historic fragrances, drawing on the Maison s French and Japanese roots. Perfumes Loewe and Maison Francis Kurkdjian will open their first store in China.