The beauty and luxury sectors have been facing challenges in recent times due to various factors such as macroeconomic conditions and changing consumer preferences. This article examines the impact of weak sales on two prominent companies, L’Oreal and Hermes, and analyzes their strategies to navigate through this difficult period.

L’Oreal, the world’s largest beauty brand, experienced a significant decline in its share value, dropping more than 7.3% in early trading. This decline was attributed to the company’s fourth-quarter sales falling below expectations, with only a 2.8% rise to 10.6 billion euros. Analysts had projected a higher figure at around 10.9 billion euros. A major contributing factor to this shortfall was the slowdown in demand in Asia, particularly in China, where sales dipped by 6.2% over the three-month period. Despite this setback, L’Oreal’s sales in Europe and North America showed positive growth.

Despite the challenges faced in Asia, L’Oreal’s CEO, Nicolas Hieronimus, remains optimistic about the company’s prospects in China. He emphasized that the company has strong growth plans for the country in 2024 and beyond. This statement demonstrates L’Oreal’s determination to overcome current obstacles and capitalize on the vast potential of the Chinese market. It remains to be seen how the beauty brand will position itself to regain market share and meet its ambitious growth targets.

While many luxury brands have been grappling with weak sales, Hermes has managed to thrive and achieve remarkable growth. The company reported an 18% increase in fourth-quarter revenues, reaching 3.36 billion euros. For the full year, revenues were up by an impressive 21%, totaling 13.42 billion euros. This exceptional performance can be attributed to the unwavering demand for Hermes’ exclusive Birkin handbags and silk scarves, even in the face of rising prices.

To sustain its appeal in an increasingly “polarized” market, Hermes plans to raise its product prices by an average of 8% to 9% in 2024. This strategic move indicates the company’s confidence in its ability to retain affluent customers who value its luxury offerings. Despite the upcoming price increases, Hermes’ stock has already surged more than 13% this year, outperforming competitors such as LVMH and Burberry.

The divergent sales performances of L’Oreal and Hermes highlight the varying dynamics within the beauty and luxury sectors. While L’Oreal faces challenges in Asia and falls short of sales expectations, Hermes thrives by catering to discerning customers who are willing to pay a premium for exclusivity. Both companies need to carefully navigate the changing market landscape and adapt their strategies to overcome challenges and secure sustainable growth. The future will reveal whether L’Oreal can successfully execute its ambitious plans for China, while Hermes continues to solidify its position as a top luxury brand.


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