L'Oréal marketing

Tuesday, May 03, 2005

The end !!!!

This project was very original and interesting. I learnt news things specially in marketing and advertising by creating my blog and reading some of the projects of my classmates,.
I learnt a lot about the L’Oréal company and hope that Internet users who visited my blog were enjoy to read my articles.
I enjoyed to create and up date my own blog and I really appreciated to focus on the activity of such a company but considering that I chose to focus my blog on only one company, I met some difficulties to find interesting and recent information every week. I wish I would be more original.
I hope the next students will have the opportunity to create their own blogs as well !!!

Monday, May 02, 2005


This group is present on 5 markets: colouring capillary, capillary cares, skin cares, make up and perfumes. The brands of the group are numerous and present on all the distribution channels. These brands are place on different niche markets and each brand is complementary in order to satisfy all the market. The aim brands are:
- L'Oréal Professionnel, Redken, Matrix, Kérastase, in hairdressing salons
- L'Oréal Paris, Garnier, Maybelline, Soft-Sheen×Carson in supermarkets or hypermarkets
- Lancôme, Helena Rubinstein, Biotherm, Kiehl's, Shu Uemura, Ralph Lauren Parfums, Giorgio Armani and Cacharel Parfums in luxury market
- Vichy, La Roche-Posay in pharmacies.

L’Oréal has different brands with different prices and cultures. Indeed, L’Oréal has French brands but also American brands with Maybelline New York, Italian brands with Giorgio Armani or Japanese brands with Shu Uemura.
L’Oréal always tries to innovate and devote 3% of its turnover to the research. More than 120 molecule have been created for 30 years by the L’Oréal searchers.


Laetitia Casta, Milla Jovovich and Kate Moss represent the L'Oréal group to the general public. Since 1999, Virginie Ledoyen has been chosen by L’Oréal for her beauty, her charisma and her notoriety. The group is the official partner to the famous “Festival de Cannes” since 1998 and Virginie Ledoyen was present for the opening ceremony and was the spokeswoman of the brand.
The presence of the L’Oréal ambassadors during the “Festival de Cannes” was a good point for the brand because they answered to the journalists questions and posed for the photographs with the L’Oréal make up !!!!

Sunday, May 01, 2005


In 2000, L’Oréal created an online game named “Odyssée 2001”in order to introduce to its consumers the news products of the brand. 50 DVD players and 20 computers were the prizes of the game that L’Oréal organized on the L’Oréal Paris web site. Unfortunately, this game has been hacked during 5 hours. It was catastrophic for the company considering that during these 5 hours everyone who played at this game won the big prizes. Therefore, about 6 hundred people won prizes as computers or DVD player. L’Oréal sent an apologize mail to the participants to explain them that they had a technical problem with the game and they won’t be able to award everyone. This is a old story but L’Oréal might be still anxious when it launch a new game on the Internet because the company didn’t manage to identify the person who hacked the game in 2000.


L’Oréal is present in 130 countries in the world and sells 130 product every second. The group have more than 50 000 associate throughout the world. Nowadays, it is the biggest international cosmetic brand.
Moreover, according to the Fortune magazine survey, L’Oréal is the eighth company(if we except American companies) which is the most admired. The group is also considered as the first cosmetic French company according to an important American magazine.

Thursday, April 28, 2005


For several years, L’Oréal joined a lot of different institutions to show us its commitment in sustainable development.
L’Oréal is member of the World Business Council of Sustainable Development, partner with UNESCO to distribute scientific grants to women and with the Royal institution for the scientific research. But this international company is also present in France with the Nicolas Hulot foundation.
L’Oréal tries also to help people who have difficulties to be reintegrated in society and to give them back a better image of themselves (make-up for women in prison, hairstyle services for unemployed workers, …).
Moreover, in order to respect the quality life of its employees, the group commits itself to apply the same working conditions in Europe as in emergent countries.
The commitments of L’Oréal in term of Sustainable Development allowed the company to derive benefit from a good image.

Friday, April 01, 2005


Since October, the most famous general public cosmetics brand, L’Oréal Paris, launched its products for men named: “Men Expert”. L’Oréal group already sold a range of cosmetics products for men with Biotherm or Lancôme brand for example, but it was the first time it launched these products with L’Oréal brand.

With seven different products, L’Oréal Paris wants to touch all targets: Young men with their skins problems, adults men with their first tiredness signs but also matures men with their first wrinkles. L’Oréal Paris suggests as well specifics products for men such as shaving products or after-shave lotions.

The prices of this range are between 2,80 and 9,95 €. They are reasonable because these products are marketed for general public.

Cosmetics products for men become more democratic. Indeed, according to a survey 92% thinks it is normal for a men to use cosmetics products. L’Oréal wants to take advantage of the supply expansion. Indeed, a few years before, men was constrained to go in a perfumery to buy cosmetics products. Now, they can buy these products on supermarket thanks to Nivea. Indeed, Nivea launched its first cosmetics products for men before everyone and took an advantage of this new niche in the market for a long time. In other words the famous brand, L’Oréal Paris presents in all segments of beauty universe, seems to lag behind !!!

Friday, March 25, 2005


According to a study carried out by MMXI, Internet users spend a quarter of their time on games web sites. L’Oréal and others groups as Procter & Gamble have understood the interest of online games. To reach new consumers and rejuvenate its image, L’Oréal created an online game named: e-strat Challenge 5 years ago. Every year, from February to April, more than one thousands students register on the web site http://www.e-strat.loreal.com/ to have fun being head of a virtual cosmetics group. The finalistic teams wins computers, travels and may be an employment at L’oréal.For this year, it’s obviously too late but you can compete for next year. You just have to find 2 others students who share your enthusiasm for this game and go to http://www.e-strat.loreal.com/ !

Thursday, March 17, 2005


For several years, Asiatic and Africans are the new targets of L’Oréal as regards marketing. Number one on the worldwide cosmetics market, this French company is not content anymore with selling products to “white consumers”. To reach news consumers, L’Oréal repurchase cosmetics brands, modify their packaging and change their marketing strategies to “rejuvenate” the image of its new products.In the United States, L’Oréal has taken an interest in the ethnic minorities. Five years ago, to find market shares in this market monopolized by black companies, L’Oréal bought two of them: SoftSheen and Carson. By merging both companies, L’Oréal was able to launch products outside the United States. That’s why, after such a success in the United States, L’Oréal is looking for selling its products in Africa. This market represents one milliard of potentials consumers who have African origins and according to Alain Evrard, general manager of the Africa section, L’Oréal must not neglect it. With the merging of SoftSheen and Carson, L’Oréal is present in South Africa with a receipt of $90 millions and a market share of 41% in 2002. Nowadays, L’Oréal would like to be present in others Africans Countries with the same result. In addition of Africa, L’Oréal tries to conquer the Chinese market. This French group wants to speed up its expansion on this market. That’s why, L’Oréal bought two Chinese cosmetics brands: Xiaohushi (December 2003) and Yue-Sai (February 2004). The group hopes by this acquisition become number two on the Chinese market.With such a strategy, L’Oréal realized a turnover of €14.53 milliards in January 2005, in others words an increase of 2 figures for 20 years running. L’Oréal became the giant worldwide of beauty preparations.