Wistman had a strong impact to the fame of the brand among VIP
High end position implies higher prices than L’oreal collections, because Lancome belongs to the luxury products division, called L’orealLuxe. L’oreal acquired Lancome to have in its portfolio a luxury brands that spreads the French feeling all around. Moreover, Lancome wishes to convey the values of femininity and care for women.The luxurious marketing strategy is achieved through remarkable campaigns, in collaboration with popular testimonials. The style of the packaging is smooth and elegant, recalling the French finesse. Lancome also provides the customers with free trials in shops and tutorials available online and through other channels.The company chooses an intermediate solution in which the word “Lancome” is combined with the specific name of each product;
Remember use the word PUBLICITY
Easy to register: you are asked just few necessary information such as first and last name, age (18+) and address in order to create an account useful to buy online.Free gifts with every purchases. Price of delivery is 6 euros for purchases below 60 euros.If a product is not available, they will contact the customers as soon as it becomes available again.In order to get a refund, shipping costs are charged to the sender.
1935 Armand Petitjean, a 20-year veteran of the cosmetics
business, launched Lancôme. The new company debuted at the
Exposition Universelle in Brussels with a line of five fragrances.
1937 Lancôme created Nutrix, its first skincare product
described as a “miracle cream”, and its first lipstick line, Rose de
1952 Trésor fragrance debuted in an elegant
diamond-shaped bottle designed
Delhomme, Coty’s artistic director.
1955 Lancôme products were already available in 98
countries around the world.
1964 Close to bankruptcy, the company was acquired by
L’Oréal. Marcel Petitjean only accepted L’Oréal’s offer
provided that its CEO, François Dalle, would have
continued to honor Lancôme’s original mission.
1981 The popular model Isabella Rossellini
signed an exclusive deal as the international
testimonial for the brand. The relationship
lasted for fourteen years.
2003 Gucci Westman was hired as international artistic director.
2013 Lancôme started a partnership with Alber
Elbaz, Lanvin`s designer. The aim is to create a
collection in step with the company’s intrinsic
values, conveying an allure of haute couture and
The name and insignia are inspired by the wild roses in the
Château de Lancosme in the central France.
Philosophy and Values:
“Beauty with an unmistakably French accent”
First Lancôme Slogan- 1956 Vogue
High end position in the beauty industry
Luxurious marketing strategy
Facts and Figures:
Jean-Paul Agon is the CEO of L`Oréal
It belongs to the L`Oréal Luxe division
4,4% of market share in premium cosmetics
4th favourite skin care brand (after Chanel,
Clarins and Dior)
Visionnaire is the best-seller serum in Italy
3 R&D centres in France, USA and Japan
Products sold worldwide
Global market growth through
Where Can You Find It?
Exclusive beauty stores
10 shades avg
2 Lipstick lines
L’Absolu 2 textures (Rogue and Nu)
1 revitalizing base
In Love 32 colors
1 pink baume
2 Gloss lines
Gloss in love 12 color
7 shades and a
Juice Tube 6 colors
4 gloss combo box
1 Crayon Sourcils
4 pencil v.
2 liquid v.
5 colors avg
3 Mascara lines
+ 12 Palette
La via est belle Eau de parfum (30, 50, 75 ml)
Hypnôse Uomo Eau de cologne (100 ml)
Eau de toilette (50, 75 ml)
Box (75 ml)
Ô de Lancôme
Eau de toilette (75, 125 ml)
Ô de l’ Orangerie (75, 125 ml)
Ô de Oui (75 ml)
€ 52-83 Ô d’Azur (75 ml)
Miracle (50 ml)
Miracle so magic! (30, 50, 100 ml)
Eau de parfum
Eau de toilette
Eau de parfum (30,50, 100 ml)
Trésor in love
Eau de parfum (30, 50, 75 ml)
Trésor midnight rose Eau de parfum (30, 50, 75 ml)
Magie noir (75 ml)
Poême (30, 50, 100 ml)
6 Skin Care Lines: Dreamtone, Renergie, Absolue,
Genifique, Hydra Zen.
They all have a specific target and price range.
Top Prices line
Price Range €96-330
Purpose: deeply reconstruction
Core Prices line
Price Range €62-115
Purpose: Lifting effect
Core business: Make-up (SKU:705)
Every year Lancôme releases new
a/w and s/s collections.
Since 2013 all mascaras and eye
shadows are available in the Alber
Elbaz special edition.
Entry Prices line
Price Range €33-60
Purpose: 24 hours hydration
The Facebook page aims to involve the customers, by sharing
insider information, asking opinions and promoting events.
The YouTube channel provides the customers with
insights on the best way to use products and shares the
A weekly newsletter is sent to all the registered
customers highlighting the currently best-sellers and the
advantages of the e-commerce.
The blog collects all the news, videos and tips about the
Lancôme world, to let the customers being always updated
about the latest beauty trends
Palette app simulates a realistic make-up.
Strong relationship with the top beauty
Lancôme E- shop deliveres
Maximum purchase: 500 euros
Maximum quantity: no more than 3 pieces per item
Delays in delivery
Promotions inadequately organized at the
Mismanagement of the customer service
Sample products not always distributed
Did you know?
Lancôme does not delivery in Sicilia and
Experiment animal-free BUT CSR
document not available
Lancôme is part of the L’Oreal group, therefore only the consolidated balance
sheet was available
The supply of some products such as the foundations is so wide that the
customer could be confused and this could lead to cannibalization.
Fabiana Di Flaviano