Organizational Marketing Case Study: L Oréal Company

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

L’Oreal has become the global brand of cosmetics intimately from the strong advertising. The company employed celebrities from different countries and cultures in promoting its

In order to understand the global consumers of L’Oreal, they strengthened their global presence in six regions; Europe, United States, Japan, China, Brazil and India. This enabled L’Oreal to come closer to their global market, as well as to gain the wealth of specific scientific and marketing knowledge of each region. In India, L’Oreal has its product development center in Mumbai from where it studies the specifics of hair and skin types of the Indian consumers, as well as their expectations and beauty routines for all its brands including Garnier, and an advanced research center in Bangalore where it screens its active ingredients to address scalp concerns, hair breakage and pigmentation disorders. According to Jean Paul Agon (Chairman, L’Oreal Paris), opening a research and innovation center in Mumbai was in line with the company’s universalization strategy in order to adapt to the cultural specific needs for all its global brands.

When the manufacturer of L’Oreal shampoo introduced shampoos designed specifically to appeal to preteens, the product was:

In previous years there was a huge competition between Indian and the foreign brands like Timex, Swatch, Titan, Rolex, Mont Blanc, Movado, Swatch, etc. Many companies have already gained a respectful place in the industries while some others are still in the process of developing themselves.

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.

L'Oréal is a French cosmetics company, it was founded in 1909 by Eugène Paul Louis Schueller. The company is registered in Paris. It is recognized as one of the world's largest cosmetics companies. L'Oréal has developed businesses in cosmetics, concentrating on hair color, skin care, sun protection, make-up, perfume and hair care. L’Oréal has been recognized by their beauty and health industry, for their commitment to business standards and

“Because You’re Worth It.” L’Oréal is the largest cosmetics company in the world and its slogan remains an internationally recognized catchphrase. These four simply words have become what the brand stands for. Advertising is mass media content intended to persuade audiences of readers, viewers or listeners to take action on products and ideas. The idea is to drive consumer behavior in a particular way in regard to a product or concept. The Miss Manga Mascara advertisement by L’Oréal attracts consumers through language alignment, the use of weasel words, and the need for aesthetics to sell its product.

At the initial stage, Virgin Australia Airline only offered a sole class both in domestic airlines and short hauls international airlines. Afterwards, Virgin Australia began to operate the long-hauls international airlines and developed more classes. At 2007, Virgin Australia planned to add long-hauls international airlines to the original product line, and launched a premium economy class to both short and long hauls international airlines in 2008. Until now, the product line of Virgin Australia’s international airlines becoming more diversified. For short-hauls international airlines, the jet aircrafts of Virgin Australia augmented a business class service. Some aircrafts also aggrandized premium economy class, this class only a little bit expensive than economy class. However, premium economy class can make more pleasant experience for all customers, such as the seat pith in premium economy class is wider than economy class. According to the data published by Virgin Australia airline, the seat pith of premium economy class is more than 34 inches, but the seat pith of economy class only has 31 inches. Moreover, same with the short hauls international flight, Virgin Australia also expanded business class and premium economy class in long hauls international airlines. However, the different is the long hauls international airlines have more humanized services. It added certain new items to original product line. For example, in business class, the seats are

Better Marketplace understanding – Diversity is vital for L’oreal as it helps them understand consumer needs across the world and innovate products accordingly. They therefore have research centers in 5 continents and have developed a unique portfolio of brands, each one with a different cultural origin to satisfy the differences in the sensitivities of people around the world.

Since its founding in 1909, L’Oréal tightly couple d innovation and speed to market with

L’Oreal is challenged on how the company can still keep its place as a leader in the cosmetics world, which is synonymous with beauty, innovation, and scientific excellence in more than 100 countries (Message from the Vice Chairman, 2013). It continues to be the source of expertise in presenting all its retail distribution channels, hair salons, department stores, supermarkets and pharmacies hence knowledge is also shared with the many; it also maintains its being a leader in many sectors of the health and beauty market in line with hair, skin and sun care; it is also a manufacturer of leading brands in the United Kingdom (Message from the Vice Chairman, 2013). Moreover, L’Oreal UK is also proud about its technological

Another point of opportunity for the company is to increase its sales of its Active Cosmetics product line. For 2006 alone, The Active Cosmetics product line of L’Oreal made up 7.5% in total revenue for the corporation. L’Oreal has recognized the growth in demand for active cosmetics, that is why the corporation has been acquiring companies in the active cosmetics line. By increasing their marketing and product line up for active cosmetics, L’Oreal can reach a wider range of consumers (L’Oreal Corporation, n.d.).

I have chosen L’Oreal for my final assignment as it is the leading Beauty (Skin & Hair) Products Company in the world. L’Oreal is ranked 32nd most powerful brand in the world by prestigious Forbes magazine. I will mainly focus on men’s hydra energetic product range.

L’Oréal also aims to high-quality products and is selective with distribution channels. Company provides excellent service, respecting all kind of customers from around the