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 Ongoing research and innovations Started with hair coloring products Now has cleansing / beauty products

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.

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

Mission To guarantee satisfaction for customers.

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

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 ”.

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

Major charitable commitments in US Studio Museum in Harlem Ovarian Cancer Research and fund Women In Need Boys and Girls Club in America

Product Analysis L’ORÉAL by Kanjanat U-chukanokkun

BUSINESSES Cosmetics Activities Dermatological Activities Pharmaceutical Activities

BUSINESSES Cosmetic Activities Haircolor Skincare Sun Protection Make-up Perfumes and Eaux de Toilette Toiletries

COSMETIC ACTIVITIES By Graph

COSMETIC BRANDS Brands of European Origin Brands of American Origin Brands of Asian Origin

COSMETIC BRANDS Brands of European Origin

COSMETIC BRANDS Brands of American Origin

COSMETIC BRANDS Brands of Asian Origin

PRODUCTS PRODUCTS Consumer Products Luxury Products Professional Products Active Cosmetics

PRODUCTS (by graph)

PRODUCTS Consumer Products L ’ Or é al Paris Garnier Maybelline New York Softsheen Carson Club Des Cr é ateurs De Beaut é

PRODUCTS Luxury Products Lanc ó me Biotherm Helena Rubinstein Giorgio Armani Ralph Lauren Cacharel Guy Laroche Paloma Picasso Kiehl ’ s Shu Uemura

PRODUCTS Professional Products L ’ Or é al Professional K é rastase Matrix Redken

PRODUCTS Product sales by geographic zone

PRODUCT POSITIONING L'Oréal Marketed in 150 countries The world no. one cosmetic brand Mass-market luxury brand image

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%)

PRODUCT POSITIONING RedKen New market segment through salon sales of products for home use Exceptional growth of Color Fusion colorants

Product Comparison Product Comparison & Marketing Strategy by Dasiya Morazkina

L’ORÉAL WORLDWIDE by Kazuma Uemura L'Oréal Japan

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 ’ Or é al Paris label

L’Oréal in Japan followed two years later by prestige brands – Lancôme and others. Nihon L ’ Or é al 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

L’Oréal in Japan Japan is a major research pole for the Group L'Or é al 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

Characteristic of L'Oréal Paris VS L’Oréal Japan L'Or é al 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

Characteristic of L'Oréal Paris VS L’Oréal Japan L ’ Or é al 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

Management Strategy of L’Oreal Japan Japanese women's needs Concepts, ingredient, prescription, and package Core target years old Have a high fashion interesting

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

Spokesperson of L’Oreal Japan Ayako Kawahara She is only Japanese spokesperson in L ’ Oreal Japan

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

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