L'Oréal Group will cease operations of Decléor, the spa brand it acquired from Shiseido in 2014 as part of a $241.5 million deal that included the acquisition of French haircare brand Carita, and will stop supplying salons and spas in December.
WHO: Decléor was founded in 1974 by two visionary women, one a beauty therapist and the other a renowned aromatherapist. Long before the benefits of aromatherapy were recognized and botanical skincare became mainstream, these two pioneers used their combined expertise to develop ground-breaking treatments that featured potent, pure, plant-based products known as Aromessence.
WHY: In a letter to salon and spa accounts, L'Oréal said Decléor had experienced "a heavy impact from the international economic and health crisis of the past years, which has aggravated the fragility of the brand and impacted its viability."
IN THEIR OWN WORDS: L’Oréal spokesperson stated: “L’Oréal has a portfolio of complementary brands. The Group’s strategy is to acquire and, sometimes, exit brands, to keep a very strong portfolio and the complementarity it needs to thrive over the long term.
“The success of L'Oréal Dermatological Beauty is based on a strategy and a business model focused on brands prescribed by healthcare professionals. Under these conditions, the Division has decided to stop the commercialisation of Decléor.”
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