forevermore79
24.01.08, 08:32
Kolejne przejecie marek, ktore zaskoczylo przemysl kosmetyczny.
L'Oreal Group- wiodacy koncern, walczacy z Procter and Gamble o
pozycje lidera na rynku produkcji i dystrybucji kosmetykow
selektywnych, kupil od PPR marke Yves-Saint Laurent (zapachy,
pielegnacja, makijaz), wraz z markami YSL/Gucci Group- Stella
McCartney (zapachy i organiczna linia Care), Boucheron, E. Zegna,
Rogger & Gallet i Oscar de La Renta.
Prawa do domow mody beda dalej u PPR.
Z moodiereport:
"FRANCE. In a development that will rock the beauty industry, French
house L’Oréal is set to acquire YSL Beauté Holding from current
owner PPR.
It will also gain extensive licensing rights to a number of key
brands, including Yves St Laurent, Boucheron, Stella McCartney,
Oscar de la Renta and Ermenegildo Zegna.
Announcing the deal late today L’Oréal said that it has made a firm
offer to PPR to acquire the shares of YSL Beauté Holding including
the Roger&Gallet brand, for €1,150 million in terms of Enterprise
Value. PPR said it has granted exclusive negotiation rights to
L’Oréal.
The latter will obtain an exclusive and “very long-term” worldwide
licence for the use of the Yves Saint Laurent and Boucheron brands
in the category of perfumes and cosmetics.
L’Oréal will also take over the licences for the Stella McCartney,
Oscar de la Renta and Ermenegildo Zegna brands, in the category of
perfumes and cosmetics.
YSL Beauté reached sales of around €630 million in 2006, driven by
its Yves Saint Laurent brand as well as Roger&Gallet, Boucheron,
Stella McCartney, Oscar de la Renta and Ermenegildo Zegna.
L’Oréal CEO Jean-Paul Agon said: “This proposed agreement represents
a great opportunity for L’Oréal and its Luxury Products Division.
“Yves Saint Laurent is a mythical French luxury brand. It is admired
the world over and is particularly complementary with our current
brands. We are convinced that its integration into our Luxury
Products Division would speed up its development. This strategic
agreement will reinforce our position in the luxury cosmetics
market”.
PPR Chairman & CEO François-Henri Pinault said: “With this strategic
agreement with the world leader in cosmetics, Gucci Group gives YSL
Beauté the opportunity to take full advantage of its upside
potential.
“It also enables the Yves Saint Laurent brand, in the field of
beauty, to fully align its ambition with its worldwide reputation.
Yves Saint Laurent would thus boost its position as a great luxury
brand. With its expertise and knowledge of international markets,
L’Oréal would be able to continue and step up the work already
achieved to date.
"L’Oréal would also offer a unique development platform for the
Roger & Gallet, Boucheron, Stella McCartney, Oscar de la Renta and
Zegna brands. With this projected agreement, PPR reasserts its
ambition to bolster the development of the Gucci Group’s brands.”
L'Oréal said the agreement should be signed “in the coming weeks”,
once the institutions representing PPR’s staff have been consulted.
The deal is subject to statutory approval."
Coz to oznacza w praktyce?
Na pewno umocnienie sie L'Oreala na rynku kosmetykow selektywnych-
marka w tym segmencie produkuje juz marki Lancome, Biotherm, Helena
Rubinstein, Giorgio Armani, Ralph Lauren, Cacharel, Diesel, Viktor
and Rolf, Paloma Picasso, Guy Laroche, Khiel's 1851 i Shu Uemura.
Dla nowych zas marek oznacza to na pewno lepsza swiatowa dystrybucje-
zapewnie nie bedzie juz problemem zakup perfum de La Renta, Stelli,
edycji limitowanych itd. Polepszy sie tez z czasem dostep do nowych
technologii, marketing itd.
No i L'Oreal wygral wojne na licencje z Procter and Gamble- ktory w
zeszlym roku kupil chociazby prawo do produkcji perfum Gucci.
