{"id":158496,"date":"2026-11-04T12:29:32","date_gmt":"2026-11-04T11:29:32","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=158496"},"modified":"2026-11-04T12:29:34","modified_gmt":"2026-11-04T11:29:34","slug":"estee-lauder-reduit-ses-remises-grace-a-la-forte-demande-de-parfums-de-luxe","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/beaute-soins\/estee-lauder-reduit-ses-remises-grace-a-la-forte-demande-de-parfums-de-luxe\/","title":{"rendered":"Est\u00e9e Lauder r\u00e9duit ses remises gr\u00e2ce \u00e0 la forte demande de parfums de luxe"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Est\u00e9e Lauder <\/strong>mise de moins en moins sur les remises et les promotions, alors que le groupe am\u00e9ricain de produits de beaut\u00e9 profite d&rsquo;une forte demande en parfums de luxe et d&rsquo;un march\u00e9 chinois en pleine reprise. Apr\u00e8s un premier trimestre meilleur que pr\u00e9vu, le groupe revoit \u00e0 la hausse ses pr\u00e9visions annuelles et pr\u00e9sente des objectifs de croissance ambitieux jusqu&rsquo;en 2030.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Les parfums de luxe ont le vent en poupe<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Est\u00e9e Lauder semble avoir trouv\u00e9 le chemin de la reprise. Au cours de son premier trimestre, clos le 30 septembre, le chiffre d&rsquo;affaires du groupe de cosm\u00e9tiques a progress\u00e9 de 7 % pour atteindre 3,72 milliards de dollars (3,2 milliards d&rsquo;euros). La croissance organique s&rsquo;est \u00e9lev\u00e9e \u00e0 6 %. Le b\u00e9n\u00e9fice par action ajust\u00e9 s\u2019est \u00e9tabli \u00e0 0,72 dollar, bien au-dessus des 0,51 dollar attendus.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u2019est surtout la division parfumerie qui affiche d\u2019excellentes performances. Le chiffre d\u2019affaires organique des parfums a progress\u00e9 de 20 %, gr\u00e2ce \u00e0 la popularit\u00e9 durable de marques de luxe telles que Le Labo, Tom Ford, Jo Malone London et Kilian Paris. Les soins de la peau ont \u00e9galement progress\u00e9 de 4 %, tandis que le maquillage et les soins capillaires sont rest\u00e9s relativement stables.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Moins de promotions, plus d\u2019exp\u00e9rience de marque<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Selon le PDG St\u00e9phane de La Faverie, ces r\u00e9sultats prouvent que le programme de relance \u00ab Beauty Reimagined \u00bb porte ses fruits. Ce programme s\u2019accompagne notamment d\u2019un changement de cap dans la politique promotionnelle : Est\u00e9e Lauder souhaite r\u00e9duire sa d\u00e9pendance aux remises \u00e0 l\u2019\u00e9chelle mondiale et investir davantage dans le marketing, l\u2019innovation et l\u2019exp\u00e9rience de marque. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u2019est notamment en Chine, o\u00f9 des promotions agressives ont soutenu les ventes pendant des ann\u00e9es, que l\u2019attrait des marques elles-m\u00eames doit \u00e0 nouveau occuper une place centrale. En effet, en Chine continentale, le chiffre d\u2019affaires a progress\u00e9 de 15 % pour atteindre 614 millions de dollars, soit 9 % en termes organiques, ce qui repr\u00e9sente le quatri\u00e8me trimestre cons\u00e9cutif de croissance organique.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Selon De La Faverie, le travel retail est par ailleurs le deuxi\u00e8me canal de vente du groupe, apr\u00e8s la vente en ligne. En Asie-Pacifique, le chiffre d\u2019affaires organique a augment\u00e9 de 10 %, en partie gr\u00e2ce \u00e0 une reprise en Cor\u00e9e du Sud et aux ventes en ligne soutenues dans la zone hors taxes de Hainan. L\u2019entreprise combine donc des investissements dans l\u2019exp\u00e9rience en magasin avec des canaux de vente num\u00e9riques, tels que son expansion via Amazon, TikTok Shop, Shopee, Tmall et Douyin.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Des ambitions revues \u00e0 la hausse d\u2019ici 2030<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Fort de ces solides r\u00e9sultats trimestriels, Est\u00e9e Lauder revoit \u00e0 la hausse ses pr\u00e9visions pour l\u2019ensemble de l\u2019exercice 2027. Lors d\u2019une r\u00e9union avec les investisseurs \u00e0 Shanghai, le mercredi 4 novembre, l\u2019entreprise a \u00e9galement tourn\u00e9 son regard vers l\u2019avenir : d\u2019ici l\u2019exercice 2030, Est\u00e9e Lauder vise une croissance annuelle organique de son chiffre d\u2019affaires d\u2019environ 5 % et une croissance \u00e0 deux chiffres du b\u00e9n\u00e9fice par action ajust\u00e9. La marge op\u00e9rationnelle ajust\u00e9e devrait alors se situer entre 16,5 % et 18,5 %.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pour y parvenir, le groupe entend appliquer la strat\u00e9gie de redressement couronn\u00e9e de succ\u00e8s de MAC Cosmetics \u00e0 des marques en difficult\u00e9, telles qu\u2019Aveda. L\u2019acc\u00e9l\u00e9ration de l\u2019innovation produit, l\u2019adaptation aux sp\u00e9cificit\u00e9s locales et un renforcement de la pr\u00e9sence sur les plateformes de vente en ligne constituent les axes prioritaires.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Est\u00e9e Lauder mise de moins en moins sur les remises et les promotions, alors que le groupe am\u00e9ricain de produits de beaut\u00e9 b\u00e9n\u00e9ficie d&rsquo;une forte demande en parfums de luxe et d&rsquo;un march\u00e9 chinois en pleine reprise. Apr\u00e8s un premier trimestre sup\u00e9rieur aux attentes, le groupe revoit \u00e0 la hausse ses pr\u00e9visions annuelles et pr\u00e9sente des objectifs de croissance ambitieux jusqu&rsquo;en 2030.<\/p>\n","protected":false},"author":5,"featured_media":158497,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[27,19],"tags":[],"people":[],"extra":[43],"company":[325],"topic":[266],"region":[],"class_list":["post-158496","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beaute-soins","category-schoonheid-verzorging","extra-plus","company-estee-lauder","topic-resultats-financiers"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Est\u00e9e Lauder r\u00e9duit ses remises gr\u00e2ce \u00e0 la forte demande de parfums de luxe - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/beaute-soins\/estee-lauder-reduit-ses-remises-grace-a-la-forte-demande-de-parfums-de-luxe\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Est\u00e9e Lauder r\u00e9duit ses remises gr\u00e2ce \u00e0 la forte demande de parfums de luxe - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Est\u00e9e Lauder mise de moins en moins sur les remises et les promotions, alors que le groupe am\u00e9ricain de produits de beaut\u00e9 b\u00e9n\u00e9ficie d&#039;une forte demande en parfums de luxe et d&#039;un march\u00e9 chinois en pleine reprise. 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