L’Oréal Benches Decléor Brand in the U.S.

Decléor is giving up on the U.S. market. A year after rolling out a brand “reawakening” with a strong focus on building its American business, WWD has learned that the French skin-care brand will cease to supply the U.S. market next week. In June 2016, the brand was doing 75 percent of its business through the professional channel, with a presence in 10,000 doors spanning 70 countries. In the U.S., however, the range was carried at just over 350 locations. A spokeswoman for Decléor said the last day of U.S. business will be June 30. The brand declined further comment. Decléor’s failure in America is a big blow to parent company L’Oréal’s ambition for the brand. The beauty giant acquired Decléor and Carita from Shiseido Co. Ltd. three years ago for 227.5 million euros for the two brands — and given the price, growth in the U.S. was key. Decléor spent 2015 readying for a brand refresh in America that kicked off in 2016. Early last year, the brand changed its logo, launched new advertising and promotional materials and even named a U.S. brand ambassador for the first time, New York-based celebrity facialist Mzia Shiman. “Companies are becoming more focused on rationalizing products that appear

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