L’Oréal snubs catalogue retail


Christmas, catalogueL’Oréal is canning its direct mail business following a “structural weakening” of the retail model.

The French beauty group will close its catalogue order business, Beauté Créateurs, by the end of the financial year.

Beauté Créateurs was launched in the 1980s and targets home shoppers with sales catalogues.

The model operates in France, Germany, and Japan and sells cosmetic brands, such as Cosmence and Agnès b.

The group says Beauté Créateurs made 87 million Euros, or AU$130 million, in the last year.

It says it “has encountered difficulties over the past several years linked to the structural weakening of the mail order business model”.

Catalogue retail is less prominent in Australia than other markets, but is utilised by the likes of Avon and EziBuy.


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