Kristin
LANCOME BRAND is a very popular cosmetics manufacturer that is world-renowned for its high quality and elegance. It has been loved by celebrities and beauty enthusiasts for decades. The brand has more than 70 local and international offices, with a global net sales of around 10 billion euros in 2015.
The product range includes makeup (by far the most popular item), skincare, fragrance, or even gifts such as soaps. All items are available in over 100 countries worldwide with excellent customer services offered at all stores.
Lancome is also a multi-millennial business that was founded by Armand Petitjean in 1935. The brand is still owned and managed by the founding family today, and enjoys a strong reputation for quality and elegance.
The brand holds several patents for its makeup products. One of the most important was in 1975 for a new range of lipsticks that transformed the industry at that time. Another one is for a unique mascara range (Lancome, Hypnose and Definicils) which has been patented since 1998.
It is true to say that Lancome is one of the oldest brands here in Malaysia, with cosmetic products brought into the market more than 50 years ago.
A brief history of Lancome in Malaysia
Lancome enjoyed a long history with operations first launched here in 1965, however, the brand did not gain popularity until many years later, when the brand was taken over by Unilever in 1986. In turn, Unilever sold it to Clorox in 1996. In 2007 Unilever moved its European headquarters to Amsterdam and sold its brands back to Procter & Gamble.
With the move, Procter & Gamble brought in new strategies and priorities to the brand such as reducing costs, increase returns and expand distribution channels. As a result of these strategic changes, the brand became more available in departmental stores as well as high-end outlets.
Lancome today
In Malaysia, Lancome products are imported into the country via various channels: direct import (specialised retailers) or indirect import (through cosmetic brands such as MAC Cosmetics or Sephora).
