III EACD Lisbon Coachind Day “Integrating Reputation and e-Reputation Management” | 3rd June 2016. The leading network for in-house communication professionals from all fields across Europe (EACD). Coordination for Portugal Rui Martins, Corporate communication and Public Affairs Director at Dianova

2. 1) O slide a seguir bailarina favor colocar a imagem do slide
nº 1 da apresentação enviada onde tem o discurso da
inês a falar da diversidade
EmployeesBillion euros
of sales
Patents
registered
in 2015
Countries
Cosmetics group
worldwide

3. Consumer
Products
L’Oréal
Luxe
Professional
Products
Active
Cosmetics
The Body
Shop

4. PIONEER SCIENCE
BEAUTY IS
ESSENCIAL
MISSION AND
VALUES

6. DISCREET PROACTIVE HIGHER COMPLEXITY

7. Discreet
Low Budget
Specific Actions
Not strategic
Focus on CSR and
internal communication

8. ½ time Corporate
» ½ time PPD
Reputation not in agenda
of CEO and Comex
Low budget

10. Diagnosis » Reputation
Institute (onStrategy)
Strong and strategic Internal
communication plan and starting more
proactive external communication Plan
CEO support
Main Focus: Internal communication
Plan, workplace and Citizenship

11. Reputation as a
business driver
Quantify communication
kpis based on study
Know where we are and
where to go Strategic
Internal and External
Communication Plan
Local, innovatiove, relevant
to differente stakeholders
Aligned with Group´s vision
100% time dedicated to Corporate
Communication Communication
as a business driver » CEO
and COMEX support
Reputation as an investment
attract talent, consumers, investors
More Budget
Focus: Leadership, Governance,
Workplace, Citizenship, Innovation,
Performance

12. TOTAL
REPUTATION
SCORE 2009 2010 2011 2012 2013 2014 2015 2016
L´Oréal 62,1 61,8 63,0 62,5 66,3 74,5 76,1 79,1

13. PORTUGAL VS Europe
Excellent/Top Tier Above 80
Strong/robust 70-79
Average/Moderate 60-69
Weak/Vulnerable 40-59
Poor/Bottom Tier Below 40
60
65
70
75
80
85
RepTrak Pulse scores are based on questions measuring Trust, Admiration & Respect, good
Feeling and Overall Esteem (captured in the RepTrak Pulse score on a 0-100 scale)
L’Oréal RepTrak Pulse Scores Overall
L’ORÉAL REPUTATION BY COUNTRY
AMONG GENERAL PUBLIC
Russia UK Italy Portugal Germany Spain
The
Netherland
s
France Belgium Sweden Denmark
RepTrak
Pulse 81.8 80.5 79.7 79.1 78.1
76.
9
76.8 76.1
74.
7
68.8 68.7
Products 83.5 82.9 78.8 78.4 81.0 77.4 81.0 78.0 77.8 72.2 72.0
Innovation 79.7 80.0 78.6 77.4 79.0 76.0 76.0 79.7 75.9 70.1 69.1
Workplace 77.8 76.8 77.3 70.3 72.8 73.8 73.3 73.5 69.0 68.7 65.5
Governance 77.1 74.8 75.4 72.6 69.7 67.2 71.9 69.5 67.3 63.4 61.8
Citizenship 74.4 74.0 70.7 68.9 68.1 64.0 67.7 65.8 62.0 61.3 59.8
Leadership 78.7 76.8 78.5 74.4 76.2 74.1 70.6 77.0 71.7 64.9 64.1
Performance 81.6 81.3 79.2 76.9 79.7 78.8 77.9 83.4 78.8 74.4 73.5
Average
Dimension
Score
79.0 78.1 76.9 74.1 75.2 73.0 74.1 75.3 71.8 67.8 66.5
N=563 N=559 N=575 N=586 N=651
N=57
2
N=526 N572
N=55
4
N=591 N=571
L’Oréal by country
REPTRAK PULSE AND
DIMENSION SCORES

15. Corporate digital – new
(facebook, linked in,
twitter e site LOP )
Transversal
Projects: Shape
the Future with
the press
Marketing
& economy
press meeting
and interview
Beauty Sector Review by L´Oréal – new
If I were the CEO
NEW Speakers – new
CEO digital – new
Solidarity Sourcing – new
Beauty for a Better Life– new
Entreajuda Donations
FWIS – (new format tbc)
Citizen Day
Beauty run – new
Anual Solidarity Plan – new
SBWA – new
Public Affairs
Ethics – Conf ética – new
Jornal L´Oréal – new
Brandstorm
Family Day
Feel Better
Family Sales Day
Open Up
BoBMeeting
New app – new
Focus on Men
Parcerias GQ /
Marketeer – new
Annual Communication Meeting
Logistic&Un.TécnicoBurgos – new

19. BEAUTY
FOODS
HEALTH
HOME
52M
16M
4M
4M
Pleople want to know
about our core business:
beauty and how we
make business

20. MAKE UP
GENIOUS
L´Oréal Paris
INOA APP
L´Oréal
Professionnel

21. COMPLEXITY
E- REPUTATION MANAGEMENT
CRISIS MANAGEMENT