L’Oréal assigns distributors
for consumer and pro lines

Reorganizes supply operations

L’Oréal, the France-based personal care and cosmetics leading company, is restructuring its local operations to adapt to the current circumstances in the country. “We are not exiting the market. On the contrary, we are reinforcing our presence in the country,” said Rawad Massoud, Commercial Director at L’Oréal Lebanon.

L’Oréal has mandated HOLDAL Group (Abou Adal) as local distributor of three divisions of its selective products: Professional, Luxury, and Active Cosmetics. Ch. Sarraf & Co., the distribution arm of Malia Group, has also been assigned by L’Oréal Lebanon to sell its consumer product line in Beirut, Northern Mount Lebanon, and the North. Other resellers will continue to distribute these products in the Bekaa and the rest of the country. Joanne Sarraf, CEO of Malia Group, said they have set up a specific team to carry out the distribution of L’Oréal’s products since they already sell similar merchandise. She said that the contract with L'Oréal will be automatically renewed if everything goes well.

HOLDAL, which was previously providing logistics services to L’Oréal, will buy selective products from Dubai-based L’Oréal Middle-East while L'Oréal Lebanon will remain in charge of the Consumer Products Division on the local market. It will continue to distribute these products directly and through resellers. L’Oréal’s local distribution workforce that was in charge of the selective products has joined HOLDAL.

The selective products are sold in perfumeries, pharmacies, and hairstyling salons. The Professional Products Division includes brands like Kérastase, L'Oréal Professionnel, and Matrix. The Luxury Division comprises Lancôme, Yves Saint Laurent, Armani, Valentino, Viktor & Rolf, and Kiehl’s. The brands of the Active Cosmetics Division include La Roche Posay, Vichy, and Skinceuticals.

The consumer products are distributed through supermarkets, grocery stores, and pharmacies. They include brands like Elvive, Ultra Doux, Garnier Color Naturals, Narta, and Garnier Skin Naturals.