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L’Oréal Discontinues Decléor

The spa and beauty brand will withdraw from all spas and salons, with production no longer in service.

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By: Charlie Sternberg

Associate Editor

L’Oréal has ended commercialization of Decléor, the spa and beauty brand it acquired from Shiseido in 2014.
 
According to Spa Opportunities, Decléor’s partners received notice last week that the French aromatherapy brand will withdraw from all spas and salons and cease production.
 
L’Oréal had already stopped offering the brand in the U.S. in 2017.
 
A spokesperson told Spa Business, “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.

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In September, L’Oréal agreed to make a minority investment in Shinehigh Innovation, an innovation-led biotech company in China, to establish a long-term partnership for the co-development of novel and sustainable beauty solutions.

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