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
• 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

1 / 3 of the R & D budget is earmarked for advanced

research
Numerous scientific papers in peer - reviewed
journals
and presentations in congress

More than 500 patents filed

per year
8 research centers in Europe , 3 in
North America and 3 in Asia

3 evaluation centers in Europe , 4 in

America and
3 in Asia
 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
 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
 Competitors
• Estee Lauder
•
• Revlon
•
• Shiseido
 Finding the Core Value
• Who Am I?
•
• Who Am I for?
•
• Why buy me?
•
• Why befriend me?
 Core Values :
• Striving For Excellence
•
• Perfection is our goal.
•
• A Passion For Adventure
•
• Enrichment Through Diversity
•
•
 Finding the Core Value
• The Means End Chain:
•
•


Beauty Well-Being
Ingredients

Enhanced Beauty Satisfaction

 The Creative Brief

• 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

 Poor reach to the average people

of underdeveloped countries.
 Target Audience
• Demographics: According to the
different product divisions
• Consumer:18-50+ years
• Male: 35%
• Female:65%
• 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
• Print
• TV
• OOH
• Internet ( Newsletter & E-mail)
 Core Promise

 To guarantee satisfaction for

 customers
 Tone of Voice :
• Glamorous
• Soft & Caring
 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 Ad, 1922
L'Oréal Ad, 1927
L'Oréa
l Ad,
1961
THANK YOU

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