L'Oréal to end production and supply of spa brand Decléor

Published 10th Oct 2023 by PB Admin

L'Oréal is to cease production of spa brand Decléor and will stop supplying salons and spas in December. 

A spokesperson for L'Oréal told Professional Beauty, “L’Oréal has a portfolio of complementary brands. The Group’s strategy is to acquire and, sometimes, exit brands, to keep 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 commercialisation of Decléor.”  

In a letter to Decléor's salon and spa accounts, seen by Professional Beauty, L'Oréal said Decléor had experienced "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".

The letter provides spa and salon stockists with notice that their Decléor Selective Distribution Agreement would be terminated with an effective date of December 31, 2023. 

It stated, "You will be able to continue to purchase stock, should you wish to and subject to availability, up to and including the 19th December 2023 at your usual price and you may continue to offer Decléor treatments and retail products for as long as your supplies allow."

However, the brand said that, in accordance with its terms and conditions of sale, it would be unable to accept the return of any stock. 

The letter continued, “During the notice period, we will continue our relationship in a fair and sincere manner.

“We would like to assure you that this decision does not change our ongoing commitment to you as a business partner.”

L’Oréal advised salon accounts that their Decléor business development executives would remain available to answer any questions and concluded, “We sincerely thank you for all your efforts and for the excellent relationship we have enjoyed together in the marketing of Decléor products.”

L'Oréal originally bought Decléor from Shiseido back in 2014. The brand was founded in 1974. 

PB Admin

PB Admin

Published 10th Oct 2023

Have all the latest news delivered to your inbox

You must be a member to save and like images from the gallery.