L'ORÉAL SHUTTING DOWN AROMATHERAPY SPA BRAND DECLÉOR
L'Oréal Shuts Down Aromatherapy Spa Brand Decléor
L'Oréal Group is bidding adieu to Decléor, the spa brand it acquired from Shiseido in 2014 in a substantial $241.5 million deal, which also included the purchase of the renowned French haircare brand, Carita. Come December, they will halt supplies to salons and spas.
Who Were the Pioneers Behind Decléor?
Decléor, born in 1974 through the vision of two remarkable women - one a beauty therapist and the other, a celebrated aromatherapist. Well ahead of the curve before aromatherapy's virtues became widely recognized and botanical skincare a trend, these two trailblazers fused their expertise to create ground-breaking treatments featuring potent, pure, plant-based products known as Aromessence.
Why the Farewell?
In a heartfelt letter addressed to salon and spa partners, L'Oréal revealed that Decléor had weathered "a heavy impact from the international economic and health crisis of the past years, which has aggravated the fragility of the brand and impacted its viability."
In the Words of L'Oréal:
A spokesperson for L'Oréal shared their perspective, saying, "L’Oréal has a portfolio of complementary brands. The Group’s strategy is to acquire and, sometimes, exit brands, to maintain a very strong portfolio and the complementarity it needs to thrive over the long term. The success of L'Oréal Dermatological Beauty is based on a strategy and a business model focused on brands prescribed by healthcare professionals. Under these conditions, the Division has decided to stop the commercialization of Decléor."
Additional Insights:
L'Oréal Group's decision marks the end of the road for spa brand Decléor.
The acquisition of Decléor from Shiseido by L'Oréal in 2014 was part of a €227.5 million ($241.5 million) deal, which also saw the addition of French haircare brand Carita to their portfolio.
While L'Oréal introduced Decléor to the Chinese market in 2021, it struggled to find its footing.
Back in 2017, L'Oréal withdrew the brand from the U.S. market.
To provide more historical context, Shiseido acquired a 75% stake in Decléor back in 2000.
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