Marketing Strategies Of L ' Oreal

L’Oreal’s slogan “Because we are worth it” is the platform upon which the company’s entire marketing strategy is built. The purpose of the message is to create a sense on self worth and confidence among women. L’Oreal’s marketing content is based upon three pillars: education, empowerment and aspiration. In line with these three topics, how-to and do-it-yourself videos have been created informing consumers of various beauty tips. Videos focused on empowerment send the message of the brand’s strength and confidence rather than just focusing on cosmetics and beauty, leaving customers with positive outlook. Finally, aspirational videos are reflections of the company’s sponsorships with various award and fashion events, which infuse the brand with

The brand discussed in this report is Lululemon Athletica Inc. The brand is an athletic apparel retailer, whose main objective is building a community with a healthy lifestyle. Lululemon’s target market is middle/upper class 30-year-old woman. The brand is positioned as a premium high fashion brand for the athletic community. Some of Lululemon’s main competitors include Nike, Under Armour and Gap.

L’Oreal has the prior strength for having strong brand image and brand awareness in both locally and internationally. In cosmetics market, L’Oreal is famous for its huge 32 global brand diversities and brand management in 150 different countries and cultures. The L’Oreal philosophy has been proved by the Maybelline success in embracing two different cultures which are French and American. As L’Oreal has a powerful brand presence in the industry, L’Oreal is said to attain brands consistency since the company has a strong and long term brand positioning particularly within the minds of middle age women and teenage girls. The effort made to promotes and maintain its brand is by focuses over all to improve and develop the different brands it targeted in different regions. To exclusive their product’s brand, L’Oreal takes the initiative by creating good relationship with customer by providing beauty advertiser at department store.

Considering these environmental trends and cultural differences into account, positioning Yue Sai as a provider of “delicate luxury cosmetics for mature Chinese women” under the LCD of L’Oreal, is the ideal choice. It will help L’Oreal establish a sustainable and profitable presence in a Chinese market segment inaccessible by its other sub-brands.

Bath & Body Works was founded back in 1990 by Les Wexner, opening their first store in Cambridge Massachusetts mall. Since then they have grown to over 1600 retail stores in the U.S. and over 80 stores in the Middle East and Eastern Europe. Bath and Body Works is the number one retailer in America for body lotion, body cream, body wash, body fragrance, hand soap, and hand sanitizer. “Bath and Body Works store revenue is over 3.5 million back in 2016 and is slated to increase by 4.3% by the year 2023” (Trefis 1).

The advertising play a crucial roles in introducing the product for the customers. By creating a very interesting and persuasive advertisement, it will encourage the customer to buy the products. As the company focus on beauty product and major customers for L’Oreal is for women, the advertisement must be catchy and have the grab the attentions of the customer to buy and purchase it.

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

The Shelf Shopping Study for Plenitude revealed positive aspects that included appreciating the continual release of newer products and research and the multiple product line. The negative aspects were primarily based upon the large product line that continually offered new products creating confusion and frustration. The same study for Oil of Olay revealed the brand image to be seen as old fashioned but with long standing reliability. The brand image of Pond’s was viewed as being really heavy and “gross” and as a product for “old ladies”. The L’Oreal name is considered as a step up and as having a French twist. Often times, it is viewed as being really expensive with packaging that is chaotic and complicated. However, the extensive detail and information was considered an attribute to some customers.

It is necessary to build on the results of this study. If more time was permitted my study could have examined a great number of makeup products and their marketing campaigns as the stimuli focused only on two L’Oreal Group consumer brands. Also,

Reduce information in packaging and advertisement, use common terms that is easily understood. Packaging and Advertisement should focus in L’oreal name.

In today 's’ world women are bombarded with cosmetic products, only to emulate the celebrities promoting the products. Women are constantly criticizedcritizied, leading some women to feel completelycomplety atrocious of their physical appearance. This is where cosmetic companies promote their extravagant products, mainly to the low-self esteem women. There are many cosmetic companies out there, that are fighting to earn a spot on a woman 'swomens beauty cabin. However, L’Oreal really set themselves apart from the competition. Talk about customer appreciation, L’Oreal absolutelyabsolultly endeavours this aspect. That is why customers need to ask themselves if the product they are buying live up to their name, end if they actually going to need it. L’Oreal’s is very meticulousmeticuious when it comes to their commercial. Not only do they use supermodels such as Christy Turlington and Julia Roberts to get customers attention, but they developed precisely fabricated slogan. Consider L’Oreal’s famous slogan “Because We 're Worth It” this is the result of tremendous hours put forth just to manipulate the customer. This is absolutely a perfectly engineered slogan, and its sales speak for themselves if we take a step back and dig a little into L 'Oreal 's history will find that some of their products didn’t live up to their name. L 'Oreal 's “Telescopic” mascara and foundation are, a few products that came short in delivering their potential. I believe, therefore, that all L’Oreal

In terms of promotion and advertising, L’Oreal should change the “star product” approach and instead focus on the whole product line or perhaps a set of products for a given target segment. In this way, L’Oreal can inform its customers on its products which should also help them in choosing the right product for themselves. L’Oreal should also focus on building the brand Plenitude since this is something that customers are not aware of. They

L'Oreal invests heavily into its research and development to satisfy its changing consumer demands and lifestyle. L'Oreal has to watch out for new sector entrant such as Playboy as they are launching a cosmetics range. (Brand Strategy, 2005).

We have chosen to build our strategy upon a focused strategy, since it allows a much more narrow approach towards the market segment. In this case we have chosen focused differentiation.

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.