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L’ORÉAL. “Because I’m Worth It”. L’ORÉAL. History & Background. by Banita Thapa . History. In 1907 Eugene Schueller, a young French chemist developed an innovative hair color formula, which he called “ Aureole ” thus began the history of L ’ Oreal. Company’s principles.

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L’ORÉAL

“Because I’m Worth It”


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L’ORÉAL

History &Background

by Banita Thapa


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History

  • In 1907 Eugene Schueller,a young French chemist developed an innovative hair color formula, which he called “Aureole” thus began the history of L’Oreal.


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Company’s principles

  • Ongoing research and innovations

  • Started with hair coloring products

  • Now has cleansing / beauty products


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Distribution

  • Initially Holland , Austria and Italy,

  • Later US, Russia and Far East

  • Now present world wide.

  • Found in all major drug stores, supermarkets, beauty outlets and even direct mails.


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Brands

  • L’Oreal group markets 500 brands and more than 2000 products in all the sectors of beauty business.


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Mission

  • To guarantee satisfaction for customers.


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Human Resources

  • Unique trend and obsession is to recruit talented individuals who are not afraid to express themselves.

  • Personal development of employees company’s aims


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Advertising and its history

  • Communications is the key word in L’Oreal’s history.

  • Dating back in the 1933’s when Eugene took part in the radio broadcast to making screen debut in the movies and bagging the advertising award. Today L’Oreal is synonymous with the legendary advertising “Because I’m worth it”.


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Popularity

  • Solely due to its continued dedication and commitment to technology, research and innovation.


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Major charitable commitments in US

  • Studio Museum in Harlem

  • Ovarian Cancer Research and fund

  • Women In Need

  • Boys and Girls Club in America


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L’ORÉAL

Product Analysis

by Kanjanat U-chukanokkun


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BUSINESSES

  • Cosmetics Activities

  • Dermatological Activities

  • Pharmaceutical Activities


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BUSINESSES

  • Cosmetic Activities

    • Haircolor

    • Skincare

    • Sun Protection

    • Make-up

    • Perfumes and Eaux de Toilette

    • Toiletries


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By Graph

COSMETIC ACTIVITIES


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COSMETIC BRANDS

  • Brands of European Origin

  • Brands of American Origin

  • Brands of Asian Origin


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COSMETIC BRANDS

  • Brands of European Origin


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COSMETIC BRANDS

  • Brands of American Origin


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COSMETIC BRANDS

  • Brands of Asian Origin


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PRODUCTS

  • Consumer Products

  • Luxury Products

  • Professional Products

  • Active Cosmetics



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PRODUCTS

  • Consumer Products

    • L’Oréal Paris

    • Garnier

    • Maybelline New York

    • Softsheen•Carson

    • Club Des Créateurs De Beauté


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Luxury Products

Lancóme

Biotherm

Helena Rubinstein

Giorgio Armani

Ralph Lauren

Cacharel

Guy Laroche

Paloma Picasso

Kiehl’s

Shu Uemura

PRODUCTS


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PRODUCTS

  • Professional Products

    • L’Oréal Professional

    • Kérastase

    • Matrix

    • Redken


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PRODUCTS

  • Product sales by geographic zone


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PRODUCT POSITIONING

  • L'Oréal

    • Marketed in 150 countries

    • The world no. one cosmetic brand

    • Mass-market luxury brand image


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PRODUCT POSITIONING

  • Garnier

    • Brand identity: young, optimistic and informal appeal

    • Mass market business model esp. in foreign countries

      • International level quality and mass market pricing

      • High sales growth in Thailand (80%), Russian (76%), Australia (63%)


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PRODUCT POSITIONING

  • RedKen

    • New market segment through salon sales of products for home use

    • Exceptional growth of Color Fusion colorants


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Product Comparison

Product Comparison & Marketing Strategy

by Dasiya Morazkina


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L’ORÉAL WORLDWIDE

L'Oréal

Japan

by Kazuma Uemura


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L’Oréal in Japan

  • started operations in 1963

  • market haircare products for professional hairdressers

  • In 1976, the Group began to distribute mass-consumer products under the L’Oréal Paris label


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L’Oréal in Japan

  • followed two years later by prestige brands – Lancôme and others.

  • Nihon L’Oréal K.K., a subsidiary created in 1996

  • handles all of the Group’s cosmetics activities in Japan with a staff of more than 1,100 people


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L’Oréal in Japan

  • Japan is a major research pole for the Group

  • L'Oréal created its first research center in Japan in 1983

  • today operates two laboratories in the country, one is based in Kawasaki, another was established in the technological city of Tsukuba


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Characteristic of L'Oréal Paris VS L’Oréal Japan

  • L'Oréal Paris

    • No.1 Brand in the world

      • Core brand in L'Oreal group

    • Best market share in each categories

      • Hair color, styling, skin care, and make up

    • 12 research centers in the world

      • 2,500 researchers

      • 450 patent rights in a year


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Characteristic of L'Oréal Paris VS L’Oréal Japan

  • L’Oréal Japan

    • Tie-up with Sue Uemura

      • The most popular cosmetic brand in Japan

    • The third creative stronghold

      • First: Paris, Second: New York

    • Important for Asia market

      • China, Taiwan, Thailand, Korea, etc


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Management Strategy of L’Oreal Japan

  • Japanese women's needs

    • Concepts, ingredient, prescription, and package

  • Core target

    • 25-35 years old

    • Have a high fashion interesting


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Spokesperson of L’Oreal Japan

  • Laetitia Casta

    • Appears on 40 magazine covers in 2 years

    • Was elected a symbol of beauty in France by France government


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Spokesperson of L’Oreal Japan

  • Ayako Kawahara

    • She is only Japanese spokesperson in L’Oreal Japan


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How to give the impact on advertisement

  • Skincare

    • Focus on face

    • Do not makeup

    • Sanitary

  • Hair care, Hair color

    • Focus of hair

    • Hair is healthy


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How to give a impact advertisement

  • Makeup

    • Fashionable

    • Give good feeling

    • Colorful

  • Styling

    • Make a good balance with makeup and style

    • Give examples how to do styling


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