Chanel and L'Oreal Competition

918 WordsApr 6, 20054 Pages
The second direct competitor to Chanel is L'Oréal, the world's largest manufacturer of high-quality cosmetics, perfumes, and hair and skin care products. Although L'Oreal the company doesn't manufacture a perfume it owns the brand Lancôme that produces Tresor a perfume that rivals Chanel. In the chart below, it lists the US female fragrances brand share by value from the 2002 Tablebase data. The chart shows how the Lancôme perfume Tresor, Estee Lauder and Chanel are in relation to each other. Manufacturer Brand % 1996 % 1997 Estee Lauder Pleasures 5.8 5.9 Estee Lauder Tommy Girl…show more content…
The cornerstones of the brand are its four key values: caring, innovation, expertise and the "French touch." From its sumptuous fragrances to it high technology skincare and fashion-forward cosmetic lines, Lancôme is synonymous with elegance and chic French style. Lancôme delivers technologically advance skincare, body care, sun care, makeup and beautiful fragrances exclusively through prestige department and specialty stores. Women seeking the finest in beauty look to Lancôme for quality, style and results. (www.loreal.com) L'Oréal began marketing its upscale Lancôme line to younger women in July 2004 funded by an estimated $300 million advertising budget worldwide. The budget will include a alluring and imaginative new print campaign which is designed with women in mind through its exceptional photography camera-work, colors, clear and concise vocabulary, and products that showcase what they are and what they do. In a way the new Lancome print ads will be comparable to the work of Andy Warhol on the Chanel No. 5 perfume bottle. The September issue of Vogue will feature an 8-page gatefold impact unit -- the first type of unit the magazine has featured in five years -- which will begin with a leader featuring Lancome's new brand statement: "Experiencing beauty is like a smile . . . an energy, a feeling that takes us over . . . completely." (www.factiva.com) Approximately one third of the global media budget will be spent in the US. The campaign will
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