L’Oréal Discontinuing Makeup Category, Essie in Japan – WWD

TOKYO — L’Oréal Paris will discontinue gross sales in its make-up class, in addition to its Essie model of nail lacquers, in Japan. The resolution was made after a difficult yr in 2020, which noticed the coronavirus pandemic drastically shift client conduct.
In a launch, L’Oréal mentioned altering client habits has led it to reconstruct its portfolio in order to extra effectively allocate restricted administration sources. For the time being, the model will concentrate on hair care and hair coloration in Japan, the place it has a protracted historical past in these classes and lots of long-term prospects.
“By focusing all of our funding and administration sources on these classes and by making most use of digital expertise, we intend to develop our enterprise by new advertising and marketing methods, high-quality services, and accelerated innovation,” the corporate mentioned in a launch.

L’Oréal mentioned the gross sales of its make-up line and Essie model would stop in Japan by the top of the yr, and requested native media retailers to not publish these merchandise on or after Sept. 1.