L'Oréal has sold luxury spa brand Decléor to French group Cospal for an undisclosed sum.
L'Oréal confirmed back in October 2023 that it was ceasing production of the Decléor brand, and subsequently stopped supplying salons and spas in December 2023.
The new deal also included the sale of cosmetics brand Saint-Gervais Mont Blanc to Cospal, which is a new organisation led by Matthieu Lesieur.
Commenting on the acquisition, Lesieur told Fashion Network, “Decléor needs to be reinvented from scratch. We must redefine the product range, tell the market that the brand is back, restructure its distribution."
When did L'Oréal stop supplying Decléor?
In October 2023, Professional Beauty revealed that L'Oréal was to cease production of spa brand Decléor, with plans to stop supplying salons and spas in December 2023.
A spokesperson for L'Oréal told Professional Beauty at the time, “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 Decléor brand was founded in 1974.
