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L’Oréal was established in 1909, and by now
the company is one of the leaders in the beauty
market while providing a wide variety of
products for each segment of its market tailored
to meet expectations of its customers.
L’Oréal does and has always have believed in
the strategy on innovation and diversification.
Due to the products’ uniqueness, L’Oréal’s
product became well-known and popular among
all ethnic groups, not depending on gender.
Introduction
• Before the facial cosmetics, L’Oreal was known
as a hair-color formula developed by French
chemist Eugene Schueller in 1907. It was then
known as "Aureole".
•
• Established in 1909
•
• 100 year old company
•
• Worldwide leader in cosmetics
•
• Distribution: 130 countries
• 5 Key expertise: Hair care, Skin, Hair
color, Make up & Fragrance
•
• 67,662 employees worldwide
•
• 17.5 billion Euros consolidated sales
in the year 2008
Mass-market luxury brand image
•
•
Mission
The company’s mission is to
promote an approach to beauty
that is fun, affordable, fulfilling,
genuine and generous while
meeting all stakeholders’
expectations by providing a
portfolio of deeply diversified
range of products.
Divisions
• Consumer Products Division
•
• Professional Products Division
•
• Active Cosmetics Division
•
• Luxury Products Division
COSMETICS , UNIQUE EXPERTISE
A brand portfolio that is unique in the world
www.loreal.com
Market Overview
• The L’Oreal Group is present worldwide
through its subsidiaries and agents.
L’Oreal started to expand its products
from hair-color to other cleansing and
beauty products.
• The L’Oreal Group today markets over 500
brands and more than 2,000 products in
the various sectors of the beauty
business. Such includes hair colors,
permanents, styling aids, body and
skincare, cleansers and fragrances.
Indeed, the L’Oreal Group have reached
the peak that all cosmetic brands sought
after.
• L’Oreal Groups could still be considered as
the leading supplier of cosmetics and
hair-color.
R E S E A R C H , D R IV IN G G R O W T H
480 - million - euro R & D
budget
2 , 900 staff
members
Beauty Well-Being
Ingredients
• Advertising objective
• Issue/Problem
• Target Audience
• Recommended Media
• The core promise
• Tone of voice
Advertising Objective
Traditional forms of advertising,
through glossy magazines and TV,
have been the
preferred and accepted advertising
approach. However, advertisers have
become far
more selective in targeting their
markets and spending their
advertising and
promotional budgets.
Issue / Problem
RO M A KH U BAN I
P G P M M ‘ 0 8 -1 0