Focusing on quality

and cultivating uniqueness

LVMH is a key player in the perfume, makeup and skin-

care 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 desirability and

a highly selective distribution policy.

Unique creative momentum

With strong growth in fragrances and makeup, the

global perfumes and cosmetics market is highly com-

petitive, 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 perform-

ance and a robust innovation policy. In the heart of

France’s Cosmetic Valley business cluster, researchers

Parfums Christian Dior

Major strategic priorities

Maintain our creativity in terms

of innovation and desirability

—

Focus on developing Parfums Christian Dior

in harmony with Couture

—

Pursue the global expansion of our other brands

Strengthen our commitment to biodiversity

and sustainable design

at LVMH’s Hélios R&D facility play a crucial role in

helping the Maisons meet these requirements. As part

of LVMH’s LIFE 360 environmental strategy, the

Maisons are taking action in favor of biodiversity and

sustainable design in particular.

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 helps ensure the powerful desirability

of LVMH’s Maisons.