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. [...]
[...] 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. [...]
[...] L'Oréal also ensures that it has extensive distribution networks to ensure a strong market presence. The group has acquired numerous companies around the world to increase their brand presence. L'Oréal has occupied spaces in malls and retail stores to popularize and sell its brand. Garnier being their main brand worldwide is available in various retail stores and supermarkets while targeting the mass market. In one of its distribution strategies, L'Oréal has appointed qualified hairdressers who work in their own salons and outlets providing professional services to consumers. [...]
[...] 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. [...]
[...] L'Oréal also follows this strategy through written and multimedia press. The company uses various famous actors and personalities for their promotions. Promotion is the method of communicating product offers that are done by a business to meet the needs of consumers and convince them to try the product. As the distance between the consumer and the business and the number of customers increases, the importance of promotion becomes significant. L'Oréal uses promotion as one of the main sources to reach its consumers in order to make them aware of the different products and their represented value in the market. [...]
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