Eugene Schueller a young French chemist developed an innovative hair color formula, Aureole. He manufactured his own products and sold them to Parisian hairdressers. The company was registered in 1909. The guiding principle from the beginning was research and innovation in the interest of beauty. By, 1950 had acquired 100 products and today they are 2000 product strong. From the beginning Eugene was ambitious about his company and by 1912 the brands were found in Holland, Austria and Italy. In a few years the company was distributed US, South America, Russia and Far East. Today, L'Oréal is present worldwide through its subsidiaries and agents. L'Oreal started out in hair color business but soon branched out into other cleansing/beauty products. L'Oreal's century long history is marked with successes. Today the 500 brands of L'Oréal provide diverse products from hair color, permanents, styling aids, body and skin care, cleansers and fragrances.
[...] Thus we see that L'Oreal in India has followed a two-pronged strategy: having a wide portfolio with the range of products for both premium and middle and lower segments in each of their product divisions reinforcing their brand image through promotion of the premium brands even at low demand. The main threat that L'Oreal face s in India comes from not just its direct competitors like Revlon, Nivea etc. but also from the traditional wisdom prevailing. So L'Oreal is fighting to bring in a whole new lifestyle [...]
[...] Thus, the product was sent back to the laboratory, Lindsay Owen-Jones insisted on giving it a new name and Water Shine lipstick was born. After having conquered the Japanese market, it was exported everywhere in Asia and, eventually, throughout the world. Today, it is so popular in Russia that certain colors are out of stock. The trick will be staying ahead in the game as his powerful rivals seek to play the global branding game. From giant P&G to niche players such as Los Angeles-based cosmetics maker Stila, L'Oreal's competitors are hustling to catch up. [...]
[...] considering that the men's market is just beginning to develop and that emerging countries represent a gigantic reservoir of potential consumers, the market is far from saturated.” Initial Strategy One of Owen-Jones's first moves at L'Oréal was to bring more focus to the company through a huge pruning of brands and activities. The company focused on five core businesses and technologies hair color, hair care, skin care, color cosmetics, and fragrances. Then we concentrated on 10 global brands, which now make up 85% of sales. [...]
[...] L'Oreal thus works on a three point guide for meeting with competition: Innovate by successfully conceiving of and launching a new concept or technology Differentiate their products and services through pragmatic marketing strategies Dominate in their market and build brand equity and profitable growth The Strategist For the first time this year, TIME, the American magazine, published a ranking of the 100 most influential people in the world, in a range of categories (politics, economics, science, arts, etc). Among them, Mr. [...]
[...] L'Oreal is expanding rapidly in India since it introduced its L'Oreal Excellence line of hair color in 1997--the first time a company dared sell any color other than black. In Mexico, L'Oreal ranks No with a 28% spurt in sales last year. Cross-fertilization: L'Oreal's work with Maybelline is a prime example. In 1996, L'Oreal acquired Maybelline for 758 million and began a complete makeover of the brand, including moving the headquarters from Memphis, Tenn., to New York City. The key: figuratively stamping ''urban American chic'' all over Maybelline products to promote their U.S. [...]
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