She Uemura’s US Operations Shuttered By L’Oreal
Cosmetics giant L’Oreal has announced it’s closing US operations of its Japanese luxury cosmetics brand Shu Uemura. It has promised to continue global operations.
Personally I’m a huge fan of the Shu Uemura eyelash curler, an industry favorite. I for one am going to stock up. I also love the purifying lotion and eye-brightening white liner, to name just a few of the goodies Shu Uemura sells.
(Image of Shu Uemura Eyelash Curler – All Rights Reserved)
According to L’Oreal, their decision to cut Shu Uemura from its US portfolio was made so the company could focus on selected brands which are expected to contribute to future growth. Shu Uemura actually represents only a very small part of the company’s luxury business.
Carol Hamilton president of L’Oreal USA’s luxury division said “going forward, we decided that L’Oreal USA would be better served by focusing on our other strategic luxury brands like Lancôme, Yves Saint Laurent, Giorgio Armani, Ralph Lauren, Kiehl’s, and fragrances.”
L’Oreal’s History With Shu Uemura
L’Oreal acquired the international rights to the Shu Uemura brand outside of Japan in 2000, and increased its stake in the brand to a majority share of 52.9 percent in 2004.
The brand has been sold in the US since 2004, and while it will no longer be available in retail stores, L’Oreal promised it will continue the global expansion of the brand, which is currently available in 18 countries. The company is confident its successful track record in other markets will continue.
Marc Menesguen, president of luxury products at L’Oreal said “globally, Shu Uemura continues to be a very dynamic luxury brand” He also said “the brand has seen strong growth around the world and we’re confident that it will continue to deliver revolutionary innovations to consumers,” he added.
Following The Path Of Estee Lauder & P&G
She Uemura is following the path of Estee Lauder who last year announced it was stopping global wholesale distribution of its Prescriptives brand in order to enhance the profitability of the company.
Procter & Gamble (P&G) announced its plans to phase out the US distribution of its Max Factor color cosmetics brand as a result of slowing sales in this market.
Products can still be purchased in other countries, with most business being done in Asia. The products can be ordered online.
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