L'Oreal: Global Brand, Local Knowledge

Abstract:     

Worldwide, and in the U.S. marketplace in particular, the French cachet of L'Oreal was one of its most powerful marketing tools. However, with the opening up of emerging markets, L'Oreal had to cater to a diverse customer base: an aging population in the West, ethnic groups, aspiring and younger customers in the East, emerging markets, and growing interest in health and beauty care among men all over the world. Employing both traditional and innovative marketing techniques, L'Oreal worked to double its customer base to two billion by 2020 and increase to half from a third its share of sales from emerging markets.

Learning Objective: To learn from and analyze the best practices of L'Ore al with regard to marketing. To examine how they use their strong brand, traditional media, digital media, celebrity endorsements and interactive marketing contests to reach a diverse array of loyal and potential consumers. Also to examine how a large company shifts marketing and messaging efforts around a changing world view and changing global economics.
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