L'Oreal Plenitude Case Study Essay

The P&G community consists of nearly 98,000 people working in almost 80 countries worldwide. What began as a small, family-operated Soap and Candle Company now provides products and services of superior quality and value to consumers in 140 countries.

Magazine advertising share a common message theme: SEX SELLS. Advertising uses sexual content such as sexual or erotic images, and words or phases to attract the attention of the consumer who then notice the product. This form of advertising has been used for centuries dating back to the 1800s. The famous tobacco company W. Dukes & Sons Tobacco, used a strategy to sell tobacco in 1885, by inserting trading cards of sexually provocative actresses into their tobacco packages 3 ( see image #1 4). W. Dukes & Sons became the leading tobacco companies by 1890. How about this slogan “To make your skin flawless” from Woodbury’s Facial Soap company. The soap company was near its end in the early 1900s. To boost their sales, they changed their advertising. They had previously used images of a doctor’s face on their soap wrappers and advertising. Instead, they incorporated images of romantic couples showing attractive, young beautiful women along with slogans as “A Skin You Love to Touch” 5 to increase their sales. This strategy was very effective. The advertisement contained a couple; a young beautiful woman looking straight ahead and a handsome man looking at her. The male model is holding her right hand with his left arm is wrapped around her, holding her close to him. This gives the viewer the idea that the two models are a couple. The slogan in the

The purpose of this report was to investigate a cosmetic company, which is called Stila Cosmetics, in United States of America.

This commercial was successful in convincing me to purchase their product through a central route. When carefully analyzed, one can see that the advertisers chose a prominent issue (acne), which is a common area of insecurities among a reasonable portion of our society and provided a solution. To support their solution to skin blemishes, they revealed customer testimonies, recruited a celebrity spokesperson, displayed diversity in consumers, showed professional expert authorization and above all, implemented that’s not- all- technique. The commercial commences by identifying factors such as makeup, oils and sweat which contribute to our skin problems and leads to acne among men and women. Then, it proceeds to call out failed attempts such as washing our faces with bare hands and paying for outrageously expensive facial tools. Next, the deep cleansing brush was introduced. This “new” device will supposedly wash away all impurities and dirt from our pores which we cannot get to by washing with our bare hands. Surprisingly, this sixty-five dollar brush is offered free of charge when the product is purchased. To prove the authenticity of this free yet effective brush, two qualified dermatologists are presented. This improves the credibility of the product and its “deep cleansing power”. In order to retain the audience's attention, create relativity and improve the attractiveness of the product, two celebrities: Lily Aldridge (a Victoria’s secret angel) and Sarah Michelle Gellar provided their “personal testimonies” about the product. Bear in mind that these celebrities are regarded as “sweethearts” and generally really nice people. This evokes the halo effect that viewers will begin to associate with the product. To solidify their hold on the audience, they utilize that’s- not- all technique by promising to add a second brush head which increases the value of the product.

The industry that Lululemen operates in is the Women`s Apparel industry which is a mature, large and fragmented market that has highly sensitive to the economic conditions and trends.

An extensive advertising campaign utilizing television, magazines, and web banners will promote consumer awareness of Clarins product offerings. The Super Restorative line will be promoted on television stations during hours that target women in age groups of 40 plus. The commercials will emphasize Clarins long background in skin care and beauty as a trusted company.

Without L’OREAL PARIS’ creative use of narrative, mood, and display of diversity, the True Match Powder would not be as noteworthy. The ad makers used convincing words, a simple message, and a broad range of people to exemplify its unique powder. L’OREAL PARIS exceeds normal advertisement approaches to appeal to buyers “because you’re worth

Because L'Oreal had a commitment with the trade that they would keep investing and supporting its brands financially and considering that P&G had a very strong market position in the "masstige" skin care category, long term ROI and profit were forecasted for the following years. It was planned that L'Oreal would gain share and well establish its brand Plenitude.

Problem Statement - L’oreal Plenitude has been introduced in the US for 8 to 9 years but the brand is still not making any profit. Should L’oreal switch everything to Revitalift which is the ‘star’ product or continue their effort in building the market share of Plenitude by improving it’s value proposition in cleansers and daily moisturisers?

L’Oreal Plénitude’s problem in US market is ignoring cultural and traditional differences about buying behavior of consumers while entering the market. The products and marketing strategy are too overwhelming for US consumers. Thus company should prevent this confusion as main goal. To overcome this problem, company should release Americanized packaging and have simplified advertisements.

As stated above, Plenitude is perceived to be a product for older women and it is an expensive brand. To be able to reach a wider range of segments in the market and get back to the “class to the mass” strategy, Plenitude has to change its image and the way people perceive its products. Looking at the perceptual map (exhibit 9), Pond’s and Oil of Olay which dominate the market are perceived differently. L’Oreal can position Plenitude in a similar way which attracts the masses and still maintain its position as a class above the others:

As a subsidiary, the Body Shop does not reveal who its financial officers are, nor does the company reveal the practices that it uses to hedge its foreign exchange rate risk. It is not known if the company deals with its risk at the company level, of if this function has been transferred to the group level since L'Oreal took over.

Could you identify any product systems in this product mix? Is the toothpaste considered a shopping, specialty or convenience product? At what conditions, could this product considered a business product? With respect to Scope, do you consider it a "star" or "cash cow"? Why? With respect to the product life cycle of scope, what is the current status of the product? What is your marketing advice at this particular product life cycle stage?

L'Oreal is a cosmetic company, which makes some of the world's biggest beauty products. L'Oreal's success story begins in 1907. It has been the market leader in the cosmetics and toiletries market since 2001 (Euromonitor 2005). Their products are sold in about one hundred and thirty countries worldwide. L'Oreal is divided into four categories - consumer products, professional products, luxury products, active cosmetics. They mainly focus on skin care, make-up, hair care and fragrance. L'Oreal includes some important brands such as Lancôme Paris, Garnier, Mabelline, Softsheen Carson, Matrix, and Biotherm. L'Oreal invests heavily into its research and development which gives them competitive advantage over its competitors.

The pharmaceutical activities of L’Oreal are also handled by Sanofi-Aventis. These divisions and subdivisions ensure the quality that the L’Oreal Group offers to its customers. To further add to the enumerated strengths of the company, L’Oreal’s advertising strategy also plays a major part to its growth. Through adapting to the culture of their target market as the main tool of their advertisement, the Company brought L’Oreal products within reach of other women from different parts of the world.