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part of the extraordinary olfactory legacy of a Maison that has existed for almost two centuries. Whether for perfume, cosmetics or skin-care products, the LVMH research labora-tories at the Parfums Christian Dior site near Orléans are contributing to a number of successes. They are responsible for developing products for all of the business group’s brands, and their work is key to producing truly innovative products of high intrinsic quality. The new Helios center, designed to house the LVMH teams and to be a place where researchers from around the globe can gather and share ideas, is yet another asset substantiating the interna-tional dimension of this hub of innovation.Faithful to their exceptional heritage, our major brands perpetuate and strengthen their valuable symbolic capital by focusing on all-round quality, know-how and longev-ity, driven by strong and genuine creativity. The innovative edge at Parfums Christian Dior is thus linked to the image of excel-lence of its Couture, encapsulated in its motto “Dior Couturier Parfumeur since 1947”: exquisite raw materials, a focus on creativity, and meticulous detailing of the bottles. These are all expressions of excep-tional quality at every stage of the products’ life cycle, up to and including their distri-bution. Proof of this can be seen in the effort dedicated to the brand’s counters and sales outlets, as well as to the training of its sales consultants. The latest brands to join the LVMH group are all positioned in growth markets: Benefit is attracting a large female audience through its unique talent for combining innovative formulas and irresistibly playful glamour in its packaging; Make Up For Ever is capital-izing on its cult status in professional make-up; Fresh combines future and tradition by adapting natural beauty recipes to today’s aspirations and lifestyles. The Group’s power and know-how is made available to these high-potential brands to help strengthen their individual positioning and accelerate their international development. — Major strategic prioritiesMaintain strong policy in terms of innovation and media investment. Build upon Christian Dior’s progress together with Couture.Sustain Guerlain’s perfumes.Continue global development of other brands.
LVMH 2012—Perfumes & Cosmetics40 /68Thanks to the brand’s exceptional reach and appeal, PARFUMS CHRISTIAN DIORagain reported excellent results. Perfume sales were buoyed by the exceptional vitality of its emblematic product lines. J’adorefurther strengthened its lead-ership position in France and gained market share in all coun-tries. Miss Diorhas opened a new page in its history with the launch of Eau Fraîcheand Miss Dior Le Parfum. Dior Homme Sportrecorded strong growth and is now firmly positioned as one of the leading men’s fragrances. Other notable successes of 2012 were the major relaunches of Eau Sauvage Parfumand two new versions of Dior Addict,targeting younger consumers. Two new exclusive fragrances were added to the