THE WHAT? L’Oreal will no longer commercialize its Decleor brand. The French beauty giant will cease to offer the skin care range for retail.
THE DETAILS According to a report published by WWD, no further details have been disclosed about the future of the brand, which it purchased from Shiseido in 2014. Possible options include a sale, re-brand or distribution via professional channels only.
THE WHY? The move is part of a wider shake up of the derma division, which saw the French beauty giant exit Sanoflore and reshuffle the unit’s management team.
L’Oreal said in a statement, per WWD, “The success of L’Oreal Dermatological Beauty is based on a strategy and business model focused on brands prescribed by health care professionals. Under these conditions, the division has decided to stop the commercialization of Decleor.”