PERFUMES & COSMETICS POLICY OF SELECTIVE DISTRIBUTION MAINTAINED, STRONG REBOUND IN PERFUMES AND RAPID PROGRESS IN SKINCARE
Revenue €6,608m -1% vs 2019(1) +27% vs 2020(1)
Profit from recurring operations €684m 0% vs 2019 ×8.6 vs 2020
Operating margin 10.3%
(1) With comparable structure and constant exchange rates.
Parfums Christian Dior
The Perfumes & Cosmetics business group recorded organic revenue growth of 27% in 2021 compared to 2020. Organic revenue was stable compared to 2019. Profit from recurring operations was nearly nine times higher than 2020 and returned to 2019 levels.
In an environment marked by a limited recovery in international travel and the closure of many points of sale over a period of several months, LVMH's major brands chose to maintain a policy of selective distribution, limiting promotions and growing online sales on their own website. Christian Dior benefited from the enormous success of Miss Dior and Sauvage. In 2021, Sauvage became the highest selling fragrance in the world (women’s and men’s lines included) which is a worldwide first for a male fragrance. The continued growth of the Collection Privée and the skincare lines Prestige,Capture Totale and L’Or de Vie also contributed to the progress of the Maison. Guerlain recorded excellent performance, driven by its Abeille Royale and Orchidée Impériale skincare lines. Maison Francis Kurkdjian continued to enjoy rapid growth momentum thanks to the ongoing success of Rouge 540, particularly in the United States. Officine Universelle Buly, which differentiates itself through its range of valuable, effective, and authentic products, joined LVMH.