L'Oreal Paris Competitor Analysis

Paris Competitor Analysis

L'Oreal - History

Revlon Strengths

Threats

Products

Revlon

• Fragrance Line
• Hair Dye line
• Makeup Tools Line
• How-To videos on their Youtube Channel
• Well known celebrities market their products
• Hair tools such as straighteners, curling irons and blowdryers
• Owns drugstore brands such as Almay, Sinful Colors, and Mitchum.

• Other companies emerging
• Maybelline, Covergirl, NYX, E.L.F
• Those other companies buying other brands as L'Oreal has

L'Oreal- Brand Focus

• Founded in 1909 by French Chemist Eugene Schueller
• Started out as a hair care company
• By 1920 L'oréal hair dyes are a great success, even beyond the borders of France, breaking new ground in Italy in 1910, Austria in 1911 and the Netherlands in 1913, even reaching as far afield as the United States, Canada, the UK and Brazil.
• In 1933, Votre Beauté, the first monthly women’s health & beauty magazine was created.
• In 1980, skin care products were first created.
• in 1987, L'Oreal created first makeup products.

• 7 types of eyeshadow:
• shadowlinks, photoready, colorstay, colorstay 16hr, diamond lust, customeyes, illuminance cream
• 6 types of eyeliner:
• photoready Kajal, Creme gel, colorstay, colorstay liquid pen, colorstay liquid eyeliner, luxurious color
• 9 types of mascara:
• lash potion, photoready volume, colorstay lengthening, grow luscious, lash fantasy
• 1 type of eyebrow pencil: brow fantasy
• 5 types of fake eyelash products:
• beyond natural, lash adhesive, runway, fantasy lengths glue on and adhesive

Revlon

• L'Oreal's #1 competitor
• 11 types of foundations: age defying, whipped creme, photoready, nearly naked, aqua mineral, photoready airbrush, age defying DNA, age defying with botafirm, one step compact
• 5 types of Concealers: photoready, age defying, colorstay
• 3 types of Blushes: powder, cream, highlighting palette
• 17 types of Lip Products: colorstay, colorburst balms, lusturious shine, ultimate suede, lip butters, overtime, liquid lipstick, moon drops, just bitten

L'Oreal

Weaknesses

• Drug Store Makeup Brand
• Target
• Walmart
• CVS/Rite-Aid/Walgreens/Duane Read
• Grocery Stores
• Compared to High End Brand
• such as MAC, Urban Decay, Tarte, Benefit, etc.
• Sephora, Ulta, Macy's, Bloomingdales

L'Oreal Social Trends

Market Opportunities

• They do not have their own L'Oreal fragrance line, unlike their main competitor Revlon. They just own other fragrance lines.
• They also do not provide makeup tools - such as brushes for face and eyes, etc. - like Revlon does
• Has a few less products than Revlon
• 9 foundations to Revlon's 11
• 15 lip products to Revlon's 17

• Using more celebrity endorsements on their ads for makeup
• Branch out to have their hair care products used in top rated salons
• Website lists Stock Market and Share Holding Opportunities

• Twitter, Facebook, Instagram, LinkedIn
• Campaigns
• "Because You're Worth It"
• "Are You IN?"
• Sends free product lines to "Beauty Gurus" on youtube for them to review and promote their products

L'Oreal Products

Products

• Advanced Hair Care Line
• 7 Shampoos & Conditioners aswell as hair care serums and treatments
• Makeup
• 9 types of Foundations
• Visible Lift, True Match, True Match Lumi, Magic Nude Liquid Powder, Magic Smooth Souffle, True Match Powder, Infalliable, CC Cream, True Match Naturale
• 5 types of Concealers
• True Match Crayon, Magic Lumi Highlighter, Visible List Serum, True Match Cream, True Match Naturale
• 6 types of Blushes
• Visible Lift, Magic Souffle, The One Sweep, True Match, True Match Naturale Mineral Glow, True Match Naturale

Products

Size of Industry

• 15 types of Lip Products: Colour Riche Balm, Colour Riche gloss, Infalliable Le Rouge, Infalliable Never Fail, Infalliable 8hr, Infalliable Never Fail Lipliner, Colour Riche Lipliner and Lipcolour, Extradionaire, Colour Caresse
• 12 types of Eyeshadow: Colour Riche, Infalliable, Studio Secrets- 4 types, H.I.P - 8 types, Eyeshadow Primer
• 16 Types of Eyeliner: Pencil Perfect, HiP high intensity- 2 types, telescopic, Lineur Intense- 2 types, Infalliable-4 types, The Blackbuster, Colour Riche, Voluminous Smoldering, Double Extend, Extra-Intense,
• 1 Type of Eyebrow Pencil: Brow Stylist
• 24 types of Mascara: Voluminous - 15 different types, Telescopic - 4 types, Double Extend - 5 types

Revlon

Weaknesses

Revlon - Social Trends

L'Oreal Strengths

• Headquaters is in France
• Present in 130 countries
• 27 international brands
• 72,600 employees world wide
• 3,817 researchers/employees in Research and Innovation world wide
• 18,000 employees in Operations world wide
• 22 Research Centers and Evaluation Centers world wide
• 42 Factories and 145 logistic sites world wide
• 5 Management Development Centers world wide
• According to euromonitor.com, L'Oréal is the second leading beauty and personal care manufacturer in the world, following Procter & Gamble at number one.

• Twitter, Facebook, Youtube, LinkedIn
• How-To videos on Youtube
• Use celebrities as models for new products
• Emma Stone
• Olivia Wilde

• Not as many hair products as Loreal
• No shampoos, conditioners or treatments
• Less complex
• Has significantly less eye products than L'oreal
• 7 eyeshadow compared to L'oreal's 12
• 6 eyeliners compared to L'Oreal's 16
• 9 mascaras compared to L'oreal's 24
• Owns significantly less brands than L'oreal, and the brands they do own are not high end like L'Oreals.
• Less of a global trend

• Hair Care - no other competitor has that in the drugstore market
• shampoos, conditioners, hair treatments, leave in sprays
• Nail Polish line
• Hair Dye line
• Complete Skincare line - no other drugstore makeup company has a complex line like Loreal.
• Easy to use website
• Sends free products to "beauty gurus" on youtube to review and promote their new products.

L'Oreal Strengths

• Owns international brands across the world, which helps build revenue, credibility, and popularity.
• Lancome
• Georgio Armani
• Urban Decay
• Clarisonic
• Kiehl's
• Essie
• The Body Shop