BECAUSE YOU ARE WORTH IT : BECAUSE YOU ARE WORTH IT 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 : 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
23 global brands Slide 4: 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 : 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 : Divisions Consumer Products Division
Professional Products Division
Active Cosmetics Division
Luxury Products Division Slide 7: www.loreal.com COSMETICS, UNIQUE EXPERTISE
A brand portfolio that is unique in the world Market Overview : 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. Slide 14: RESEARCH, DRIVING GROWTH Market Overview : Market Overview In 1996, L’Oreal became the second largest cosmetics maker in the US, following the acquisition of Maybelline.
In 2005, the company’s revenues increased by nearly 6.5% to US$18.1 billion, reflecting like-for-like growth of 4.8%
15.8 percent of the global cosmetics market, continued to gain market share and planned to expand in Central Asia, India and the Middle East TODAY Market Overview : Market Overview L'Oreal ranked as one of the “world’s most ethical companies” according to
ETHISPHERE MAGAZINE in 2007
L'Oréal is the ideal employer for business students in Europe in 2008
(Trendence Europe survey, Managers edition) Competitors : Competitors Estee Lauder
Shiseido Finding the Core Value : Finding the Core Value Who Am I?
Who Am I for?
Why buy me?
Why befriend me? Core Values: : Core Values: Striving For Excellence
Perfection is our goal.
A Passion For Adventure
Enrichment Through Diversity Finding the Core Value : Finding the Core Value The Means End Chain: Beauty Ingredients Well-Being Satisfaction Enhanced Beauty The Creative Brief : The Creative Brief Advertising objective
The core promise
Tone of voice Advertising Objective : 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 : Issue/Problem Poor reach to the average people of underdeveloped countries. Target Audience : Target Audience Demographics: According to the different product divisions
Core Target: 25-35 years old
Psychographics: She/he who is searching for excellence in beauty and who has an high interest in fashion. Recommended Media : Recommended Media Print
Internet ( Newsletter & E-mail) Core Promise : Core Promise To guarantee satisfaction for
customers Tone of Voice: : Tone of Voice: Glamorous
Soft & Caring Vintage L'Oréal Ads : Vintage L'Oréal Ads What began with just one hair-dye product has become a company with more than 80,000 products. Here's a look back at some of L'Oréal's iconic images and vintage ads. L'Oréal's Office, 1909 : L'Oréal's Office, 1909 L'Oréal Ad, 1922 : L'Oréal Ad, 1922 L'Oréal Ad, 1927 : L'Oréal Ad, 1927 L'Oréal Ad, 1961 : L'Oréal Ad, 1961 THANK YOU : THANK YOU ROMA KHUBANI