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2025

Outlook

While remaining vigilant, as called for by the

ongoing uncertainty of the current environment,

LVMH’s Maisons will continue to invest in their

strengths: product excellence, innovation, brand

image and a selective approach to retail networks.

Parfums Christian Dior will continue with its

development strategy through selective invest-

ments to boost its desirability and leadership.

The Maison will draw on sustained, dynamic

innovation across its entire portfolio, its unique

expertise and a refreshed brand image developed

in collaboration with Dior Couture. Guerlain will

benefit from the relaunch of its Abeille Royale

Watery Oil Serum featuring an innovative new

formula, as well as additions to the L’Art & La

Matière and Aqua Allegoria ranges. One of the

highlights of the year will be the centenary of the

legendary Shalimar scent. Parfums Givenchy will

further develop its range of fragrances, adding

new scents to L’Interdit, Gentleman Society and

Irresistible. Several major launches will take place

in makeup. Kenzo Parfums will continue to pro-

mote its iconic Flower by Kenzo fragrance and

will relaunch one of its emblematic franchises.

Maison Francis Kurkdjian will continue with its

international expansion and unveil a new fra-

grance with a strong personal connection to its

creator. Loewe Perfumes will bring fresh innova-

tion to its fragrance and home scents collection.

Benefit will strengthen its positioning with a new

store layout and innovative initiatives in brow

beauty, eye makeup and foundation. Fresh will

further expand its flagship Kombucha, Crème Ancienne

and Black Tea lines. Make Up For Ever will unveil

new foundation products and celebrate color.

Acqua di Parma will expand its collections

celebrating the Italian art of living. Officine

Universelle Buly will open a new store in the

spring on the right bank of the Seine in Paris.

La Récolte Parisienne additions to its Flower by Kenzo

line. Maison Francis Kurkdjian opened a new show-

case store on Rue François 1

er

in Paris. The year also

saw the launch of the Maison’s eau de parfum APOM

(A Part of Me) alongside initiatives to promote its flag-

ship fragrances including Baccarat Rouge 540. The

Maison continued its corporate giving initiatives with

the Palace of Versailles, establishing a “Biodiversity

Observatory”. Acqua di Parma had an eventful year,

launching the limited-edition Mandarino Millesimato

and entering into collaborations with Dorothée

Meilichzon and India Mahdavi. Loewe Perfumes saw

strong growth thanks to expansion in its Asian markets,

a region where the Maison enjoys high levels of

desirability, with the rollout of a unique customer

experience. Fenty Beauty established a presence in

China and launched a new range of haircare products,

Fenty Hair. Officine Universelle Buly launched its

La Maison Parfumée collection and celebrated the

art of travel with new beauty essentials, offered in

particular to passengers on the legendary Venice

Simplon-Orient-Express.

OUR MAISONS

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COMMITMENT ON THE BEET

SUPPLY CHAIN

In 2024, Parfums Christian Dior, Givenchy

and Kenzo launched a joint program aimed

at reducing the environmental impact

of the beet crops in France that are used

to produce alcohol for perfume-making.

The Maisons are supporting the transition

to regenerative farming of 380 hectares

of crops in France’s Grand Est region,

to produce the equivalent of 45 of their

requirements in alcohol The initiative has taken

the form of a partnership with Cristal Union

a farming cooperative consisting of over

11000 beet industry professionals ranging

from those involved in upstream production

to downstream participants marketing

beet as sugar alcohol or bioethanol

1. Parfums Christian Dior

2. Acqua di Parma

3. Parfums Givenchy

4. Maison Francis Kurkdjian

5. 9. Guerlain

6. Loewe Perfumes

7. Fenty Beauty

8. Kenzo Parfums