A brief presentation on L'Oréal

1. MAKE-UP is an addiction
MANIA

3. H
I
S
T
O
R
Y

4. 1909 – 1956
The First Steps, Constructing a Model.
1957 – 1983
On the Road to the Grand L’OREAL.

5. 1984 – 2000
Became number one in
beauty industry.
2001 – PRESENT DAY
Diversity of Beauty World-wide

6. B
R
A
N
D
S

8. V
A
L &
U
E
S
A
M
B
I
T
I
O
N
S

9. VALUES AND ETHICAL PRINCIPLES
 Passion
 Entrepreneurial Spirit
 Innovation
 Open-mindedness
 Quest for Excellence
 Responsibility

10. Beauty is a language.
Beauty is universal.
Beauty is science.
Beauty is a commitment.
L’OREAL, OFFERING
BEAUTY FOR ALL.
 Beauty for all, beauty for
each individual.
 Observe local beauty
customs.
 Facilitating access to
cosmetic products.
 To accelerate the
regionalization of expertise.

11. R
&
D

12.  Advanced and applied research,
innovation of new cosmetics.
 Research that listens to consumers.
 Diversity of types of beauty inspires
science.
 Safety, performance and sensory
experience.

13. L’OREAL
CENTERS
AROUND
THE
WORLD

14. M
A
R
K
E
T
I
N
G
A
D
V
E
R
T
I
S
I
N
G
&

15. World Class
Celebrity
Endorsements

16. Today…..

17. THE L’OREAL FOUNDATION
For
Women in
Science
Beauty
for a
better
life

18.  Review L'Oréal's brand portfolio.What role have target marketing, smart acquisitions and R&D
played in growing these brands?
A. L'Oréal has a diverse portfolio of brands ranging from luxury (L'Oréal Luxe), Professional to active consumer products
available to all segments of markets irrespective of status. L'Oréal has an extensive network of research laboratories for
innovation of new products based on differences in the necessities of beauty world-wide. Diversity leads to innovation. For
Example, for the Asian eyelash type with short and thin hair, L'Oréal innovated the new Maybelline Wonder curl mascara in
Japan which became a huge success there. L'Oréal's target marketing strategy has created wonders and revolutionized many
cosmetic sectors. For Example, it has a beauty cream, L'Oréal Skin Perfect for different ages basing on the different
necessities of skin at different ages for women (i.e) 20+, 30+ and 40+.This targeted women at different ages. Another such
revolutionary product in the hair care sector is L'Oréal ParisTotal repair 5, 6 oil nourish and arginine resist for women with
different hair types and different hair problems. These examples prove the excellency of L'Oréal's target marketing strategy.
 Who are L'Oréal's greatest competitors? Local,Global or both? Why?
A. 1. Avon was mainly a global competition but now has began growing globally.
2. Shiseido is not local, but is Japanese cosmetic company that competes globally.
3. Estee Lauder is both local and international competition. It is a NewYork based company that has now grown globally.
It is competing in the US markets as well as the emerging China.

19.  What has been the key to successful product launches such as the MaybellineWonder curl in Japan?
A. L'Oréal created Geo cosmetics to study the needs of the world so that local habits and needs can be studied closely. In
addition L'Oréal has setup evaluation centers around the world which study the local needs, fashion trends and develop
product meant for local population. Local teams change and modify the L'Oréal products to suit the local requirements.
 What’s next for L'Oréal on global level? If you were the CEO, how would you sustain the company’s
leadership?
A. On the global level growth can be sustained by entering new markets.The emerging markets offer excellent opportunities.
L'Oréal has scope in the UK and China markets. In addition, those markets where L'Oréal needs to be developed more.
Further, L'Oréal has great opportunity even in the US if it increases its e-commerce sales.
Global level sales can be increased and sustained if L'Oréal launches more organic products including “fully safe” products.
Health consciousness is increasing in globalized international consumers.

20. SUMMARY
 L’OREAL has evolved into the world’s largest Personal care and Cosmetic manufacturing company with its
distribution in 140 countries and a unique international portfolio of 32 brands.
 Universalization of beauty and providing beauty for all, beauty for each individual is the ambition of L’OREAL.
 L’OREAL has built its portfolio primarily by purchasing local beauty companies all over the world. Soft-Sheen –
Carson, NYX, Ralph Lauren and many other brands merged with L’OREAL gradually.
 L’OREAL invests money and time innovating at more than 14 research centers, spending 3% of sales on R&D.
 Beauty is a geographical parameter and differs from one place to another. L’OREAL is successful in conquering
all those differences and providing quality beauty products around the globe.
 L’OREAL has killer marketing techniques in addition to its innovative products. L’OREAL has a world class
celebrity endorsement chain for each of its unique product exclusively.
 Tagline of L’OREAL was first “Because I’m worth it” and later “Because you’re worth it” and finally was modified
to “Because we’re worth it” finally as per consumers insight on it.
 L’OREAL FOUNDATION also has many initiatives like “ ForWomen in Science” and “Beauty for a better life” as
its core motives are to empower women and encourage them for future development.

21. This is presented by
Priyanka Tatiparthi
(IIT Guwahati)
during an internship
under the guidance of
Prof. Sameer Mathur
DISCLAIMER