L'Oréal posted Q4 2024 sales. North Asia declined 3.2% YoY to 10.303 billion euros ($11.11 billion), with China experiencing its first-ever decline due to a weak beauty market, travel retail pressures, and rising competition from domestic brands. To adapt, L’Oréal initiated the “3S Model” (Speed, Scale, Superiority) in 2023 and opened its Suzhou Intelligent Operations Center in 2024, a hub for D2C and B2B orders, supporting brands like L’Oréal Paris, CeraVe, and Kérastase.