L´Oréal Business Strategy Essay

3553 Words Jan 21st, 2014 15 Pages
Attracting One Billion New
Consumers by 2020

June 18, 2013

CONTENTS

CONTENTS
CONTENTS ..................................................................................................... I
List of figures ................................................................................................ II
1.

Introduction......................................................................................... 1

2.

Company profile ................................................................................. 2

2.1

Historical background ........................................................................... 2

2.2

The mission of Beauty
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The true competitive advantage was also the new packaging solution. L´Oréal was the first company that offered its products in individual small doses to enhance safety and comfort for consumers. Affected by numerous innovations and strengthening of its competitive pioneer position the company became very successful in the next years and changed its name to L´Oréal in 1939. The next two decades, up to 1956, are not only characterized by a few firsts such as L´Oréal
Blanc bleaching powder, Dopal soap-free shampoo, Ambre Solaire protective suntan oil etc., but also by evaluation of an unique commercial strategy by using all possible promotion channels such as media, sponsoring, street marketing, product placement, print advertisement etc. 1

1

L´Oréal Homepage (n.d.), History

2

2. Company profile

Figure 2: History of L´Oréal step-by-step2

According to the illustration above which shows the historical development of
L´Oréal step-by-step, the next years, in the time period from 1957 to 1983, were significant to become the Number One in the beauty industry. “On the road to Grand L´Oréal” is marked by the ambition to seize new opportunities and includes primary tapping new markets such as skin care, color cosmetics and fragrances through numerous acquisitions 3, geographical expansions by formation of subsidiaries and

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