L'OREAL'S Acquisition Of The US Is Approved To Face The Problem Of Local Brand Integration.

< p > "L'OREAL has confirmed with the United States that other prerequisites for the implementation of the paction have been confirmed. The proposed paction is implemented through the agreement plan. A plan document containing more information on the paction will be sent to us shareholders immediately."

L'OREAL said, "we expect the paction to be completed in the second quarter of 2014."

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< p > in the industry view, due to the good expectation of < a href= "//www.sjfzxm.com/news/index_c.asp" > mask brand > /a > market, the United States may break away from the fate of being frozen, and L'OREAL will also promote the development of mask category.

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< p > < strong > 5 years, L'OREAL's largest merger is /strong > /p >

"P > the announcement was also announced by the acquirer, namely," the decision of the Ministry of Commerce to convey to the offeror and the company on the basis of China's Antimonopoly Law approval was made on 9 January 2014. "

Therefore, the prerequisites for the proposal of the offeror and the implementation of the agreement have been reached.

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In August 2013, L'OREAL group beat another potential competition offeror and announced that it would buy US $6 billion 540 million (HK $5 billion 100 million) for P.

According to previous news, after the completion of the acquisition, the US will withdraw from the HKEx and operate as a brand of L'OREAL.

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< p > at present, L'OREAL has not disclosed the integration plan for the United States, but Lan Zhenzhen, vice president of L'OREAL China, once told reporters in the daily economic news that after the acquisition, the US will be put into L'OREAL's a href= http:// www.sjfzxm.com/news/index_c.asp cosmetics /a department, which will complement the public cosmetics department's business in China.

At that time, there will be four brands of Paris's L'OREAL, Maybelline New York, beauty mask and small nurses in the Chinese market.

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< p > reporter has learned that the acquisition is the largest merger case since L'OREAL has been implemented since 2008. Before L'OREAL had bought local brand small nurses and Yuesai, in most industry insiders, it was unlikely that the small nurses would be frozen.

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< p > 2003, L'OREAL acquired local brand small nurses. In the industry view, the acquisition of small nurses is to pave the way for Garnier, its popular cosmetics brand. After that, small nurses are really hard to find in the market.

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< p > nowadays, although Garnier has made rapid progress with the help of the small nurse's < a href= "//www.sjfzxm.com/news/index_c.asp" > Channel > /a >, but after several years of development, it is also now in a dim state and has to withdraw from the Chinese market with the position of "non mainstream brand".

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< p > < strong > facing the problem of integration of local brands < /strong > < /p >

< p > "this is the best result for founders and shareholders.

But this is not a good start for the US brand.

Li Tao, Secretary General of the cosmetics agents association of Mianyang, Sichuan, said: "beauty is the treasure of the founders' team, and we must try our best to do well.

But to L'OREAL, it is just a member of many of its brands. L'OREAL will pay attention to it, but it will not throw it all in one basket.

And there is a big difference between Chinese culture and Western culture. Multinational companies want to do well in local brands. "

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< p > it is worth mentioning that when the US announced that it would be acquired in August 2013, it also launched a high-end a href= "//www.sjfzxm.com/news/index_c.asp" mask brand "/a", which is now being distributed in various franchise outlets.

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< p > Li Tao said that after the acquisition of L'OREAL by us, the category of mask could increase greatly.

After years of nurturing and building, the mask has become the best product in the industry. Now L'OREAL is directly involved in this category through the acquisition of leading brands, which will play a good role in promoting the rapid development of this category.

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< p > cosmetics industry expert Feng Jianjun told reporters that although there are many brands in China at present, there are not many brands of mask brands in the Chinese market, and beauty is one of them.

"Now the domestic market's < a href=" //www.sjfzxm.com/news/index_c.asp > mask Market < /a > growth rate will not be less than 20%, while small brands are numerous. Only about 100 brands of Watsons channel have mask sales.

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