The Marketing Strategy Of L Oréal

Marketing Strategies of Four Leading Brands of Toothpaste Jennifer Glascock Averett University BSA 310 Principles of Marketing Dr. John Guarino October 19, 2010

L’Oreal is a French cosmetics and beauty company. It is the world’s largest cosmetics company. The company was formed in 1909 by Eugene Schueller, a young French chemist. It has developed activities in the field of cosmetics, concentrating on hair colour, skin care, sun protection, make-up, perfumes and hair care, the company is active in the dermatology, toxicology, tissue engineering, and biopharmaceutical research fields and is the top nanotechnology patent-holder in the United

L'Oréal has developed a winning innovative formula, a growing portfolio of international brands that has helped a normal French company to become an international brand .Within moments the company sold more than 85 products worldwide from hair care to perfumes, from skin care to cosmetics.

According to the agreement between L’Oreal and those two local companies, Li Zhida and Yue-Sai Kan who is

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.

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.

Many great fashion designers have entered the market of fragrance (Chanel, Lanvin, Givenchy, Yves Saint‐Laurent, Balenciaga …). After that, the speakers of the cosmetic market launched their own perfumes (Yves Saint Laurent, Estee Lauder) and finally, the family brands made their entry on the market (L’Oreal, Procter & Gamble, Unilever…). These

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.

Nars, L?oreal, Estee lauder, Mac, Benefit, lancome, Makeup Forever, Maybelline, Rimel london, Revlon, Covergirl, Clinique, Almay, Max Factor, Bobbi Brown, Chanel, Bourjois, giorgio armani, tom ford, yves, saint laurent, sephora, shiseido, burberry, dior, la mer, Guerlain, Avon, Mary Kay, Dolce and Gabbana, and Shuvermura.

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

L’Oreal, a long time hair care, skincare, and cosmetic leader, was faced with a positioning problem of their Plenitude skincare line. The Plenitude line, which included cleansers and moisturizers had been a smashing success in the French skincare market following its 1982 introduction and was introduced in the U.S. market in 1988. It had grown quickly to become the #2 brand in the market, behind Oil of Olay. Plenitude was marketed as an upscale product bringing new people into mass channels from department stores. A four-year sales plateau was reached and their #2 position was lost to Pond’s. Carol Hamilton, Senior Vice President of Marketing for the L’Oreal Retail

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,

The huge success of L'Oreal Plenitude in French as the premium skin product with "class to mass" strategy was the primary reason for L'Oreal to expand the product to US market. The company started to enter the US market skin care in 1989 through mass channel by introducing the entire product line (14 SKU's) that had been developed in France, instead of launching the product one by one. Before Plenitude entered the US market, L'Oreal had had good reputation for its cosmetic and hair product, so the name was critical to sell the products. The company used the same formula "star" system in advertising as in France by putting bulk of dollars on the newest, most technologically advanced product. Even though Plenitude had a

Furthermore, Proctor and Gamble has recently provided a scratch-and-sniff able on their Whitening Crest toothpaste. Each label will represent the smell of each flavour of their product. With this addition, the company is develop an intensive marketing campaign to create brand awareness to their product, by sending direct-mail, magazine advertisements and the package itself. (SmellofSuccess) This method is providing a unique brand identity, sending a message to their consumers that not only do their product smells good, but tastes just as refreshing. Another product, Unliever, a German deodorant company brings similar approaches to the advertisement market, using scented printable ink as a sampling vehicle. This technology drives a whole

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.