L'Oreal, L'Oreal mix marketing, cosmetics, beauty industry, L'Oréal marketing strategy, L'Oréal group, Unilever, Procter+Gamble, Estée Lauder, Shiseido, Lancôme
L'Oréal is a French multinational company and the largest in the world specializing in the cosmetics and beauty sector. It was founded in 1909 by Eugène Paul Louis Schueller. The group has its operational headquarters based in Clichy, in the Hauts-de-Seine, and its main office in Paris. With a presence in around 130 countries on five continents, 42 manufacturing plants, 6 research and development centers around the world, the L'Oréal group is the leader in the cosmetics industry. L'Oréal has 34 global brands and employed 89,300 people in 2016.
L'Oréal started with a focus on hair coloring, but soon branched into various fields such as cleaning, beauty, hair care products, skin care, sun protection, cleansers and perfumes as well as dermatology, toxicology and biopharmaceuticals.
[...] L'Oréal products are tested according to international testing standards without harming animals in the process. B. Price L'Oréal is famous around the world for offering products that are fashion forward. Pricing of products is set according to the demand and budget of customers, ranging from the young to the elderly. L'Oréal is one of the world's leading cosmetic brands. The brands of the Consumer Products division are distributed through various distribution channels, making it accessible to the mass market. As a result, they earn huge profits from this division. [...]
[...] In general, L'Oréal has an aggressive promotional strategy. L'Oréal also has several CSR commitments such as - The Social Program “L'Oréal share and care” which promotes community by carrying out various social activities in areas such as children's education, health, safety and the environment. - The Operation "L'Oréal for Girls in Science", in partnership with UNESCO, to help young women realize their dreams and aspirations to pursue scientific careers. Through all the various activities and promotional campaigns, L'Oréal has managed to acquire a vast market in the world. [...]
[...] The pricing strategy in L'Oréal's marketing mix is based on premium pricing, competition, geographical spread and product demand. L'Oréal does not institute a single price point, and is developing a pricing structure that reflects variations in costs and geographic demand, order levels, purchase schedule, guarantees, service contracts, frequency of delivery and other factors. There are three components dependent on the price of the product, mainly those relating to competitors, cost and current market trends. L'Oréal creates the price at half of the demand for the product. [...]
[...] The brand thus offers a wide range of sales channels for end users so that they can see and buy products at any time. Mid-level brands, such as L'Oreal Professional Hair, are limited to hair salons and professional hair stores while specific products are available in large cities at some pharmacies, for example. L'Oréal has development and research centers in six locations around the world, including Japan, France, the United States and China. Over the years, L'Oréal has grown and its products are available in more than 130 countries on 5 continents. [...]
[...] As an international group, L'Oréal must maintain control over its marketing mix. This is some important criteria for evaluating the performance of an export channel. L'Oréal is known for its strong control over promotion, location, price and packaging strategy, which is decided by its headquarters. For these points, only minor adaptations of the product are made in different countries (such as language on the labels). Overall, there are frequent field checks to assess whether pricing and points of sale are in line with the group's marketing strategy. [...]
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