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L'OREAL GLOBAL STRATEGY
Transcript of L'OREAL GLOBAL STRATEGY
They have such a wide range of products from makeup to skin care to hair care, appealing to all different types of consumers. They also have started men's lines of products such as Kiehl's Men's Fragrances, lotions, and body washes.
They feature famous celebrities such as Beyonce, Penelope Cruz, and Jennifer Lopez to attract worldwide attention but also to appeal to a wide range of ethnic consumers. They have also started to offer products that are all-natural, plant-based, and sensitive or acne-prone skin types.
L’Oreal is very strong with designing brands / products that meet what regional and country demands are. (ex Asia) They need to continue with this practice for continued growth.
Who They Target
L'Oreal Paris is a trusted brand. The company boasts high brand loyalty and terrific repeat business. Once a female consumer finds a makeup or beauty product that she likes, she tends to stick with it. This opens L'Oreal Paris up to a whole host of content marketing opportunities around education. How-to videos, DIY, and providing facts to consumers are essential ways the brand promotes itself to its customers, all while providing useful information and attracting new fans.
L'Oreal is all about empowering its customers. The company promotes itself as more than just a cosmetic and beauty brand but as a source of strength and confidence for its consumers. L'Oreal is vigilant about making sure its content empowers customers and leaves them with a positive outlook toward the brand.
By sponsoring events such as the Golden Globes and Project Runway, L'Oreal has positioned the brand as trademark for aspiration. The glamor of an awards event or the high prominence of a fashion show are perfect places for L'Oreal to insert and establish itself as the product to purchase if you want to improve yourself and reach higher goals for health and beauty.
3 Main Marketing Strategies
L'Oréal is a global company which is present almost all over the world. Over a hundred years of its existence, the original French cosmetics company called Société Française des Teintures Inoffensives pour Cheveux (SFTIC) evolved into a multinational corporation, which operates in 130 countries and has more than 68,000 employees. Its global products portfolio is represented by 28 global brands which control 19% of the world market of cosmetics
WHO ARE THEY?
They have a very well known and trusted image because they have been around for so long as a quality brand. They also have a professional sector (Keratase, Redkin, L'Oreal Professional) that is used and trusted worldwide throughout high end salons. The L'Oréal laboratories have developed groundbreaking innovations
such as the first shampoo without soap, first quick hair decolorizer, first highlight enhancing shampoo, first hair color without ammonia or an artificial human skin called Episkin.
They are partially owned by nestle but their brands include Kiehl’s, Lancôme, Giorgio Armani Beauty, Yves Saint Laurent Beauté, Ralph Lauren, Clarisonic, Maybelline New York, Essie, Kérastase, Biotherm, Shu Uemura, Viktor&Rolf, Maison Martin Margiela, Urban Decay, Redken, Vichy, La Roche-Posay, Diesel, Garnier, The Body Shop, L’Oréal Paris
Their slogan is:
Because you're worth it
and they push the message
"beauty for all"
to attract a wide range of consumers regardless of their ethnicities, gender, and age.