L’Oreal was founded in the year 1909 by a French chemist
It got its start from the hair colour business
L’Oreal has mainstream personal care brands as well as luxury brands.
L'Oreal, the cosmetics giant, has adopted a unique approach in India, reflecting the distinctive requirements of local consumers.
L’OREAL Business Standards
Market Share :- Business Standards
L’Oreal’s brand Positioning in India L’Oreal Paris (at the top end of the market) Garnier (between mass and premium) Maybelline (for cosmetics) Business Standards
GARNIER “L’Oreal driven by Garnier”
L’Oreal entered in India in 1992 with its Garnier Ultra Doux range of shampoos.
Garnier mainly produces hair care products and most recently, skin care products
Garnier accounts for almost 90%of the company’s turnover in India.
Having entered the country in 1992, the company revolutionised its tactics by rolling out Garnier Colour Naturals, a low-cost hair dye developed specifically for the Asian nation, some ten years later.
Golden words :- "When we came to the bigger need gaps, we decided to create products for India“. “We wanted consumers not only to eye the low price but also the features of the product“. “Indian women are touch-up specialists because of their long, parted hair“. “Grey roots show more often; as a result they need to re-apply colour at the roots while not colouring the entire length of their hair." "We can't pitch any other category. So urban markets are what we have restricted ourselves to." Business Standards
Repositioning the brand :-
Garnier was chosen as the flagship brand for India because its natural-ingredient story was a fit in a country with a history of Ayurveda and natural remedies.
It repositioned Garnier.
Garnier Ultra Doux gave way to the bubbly Garnier Fructis and Garnier Synergie to Garnier Skin Naturals.
The prices were set at a slight premium over mass brands such as Hindustan Unilever’s Lakme or Sunsilk.
L’Oreal launched Garnier Fructis Shampoo + Oil which eliminated the need of two separate hair care routines.
STRATEGIES FOLLOWED BY L’OREAL
The entry strategy it adopted was competitive pricing.
Launched kids products.
Selling their products to Saloons as well.
Redefining skincare too has worked for L’Oreal.
L’Oreal has used the mantra in Garnier Men’s range of skincare and deodorants as well.
Signalling a hands-on approach, managers were told to roll up their sleeves and spruce up the in-store while on a round of the market.
It introduced a lot of new concepts at the store level.
The introduction of sachets and smaller packs is a clear signal that L’Oreal wants to penetrate deeper with Garnier.
In personal care, companies set aside 15 to 18 per cent of their turnover for such expenses
Continued :- Business Standards
CUSTOMER VIEWPOINTS:- FAVORABLE CRITICAL I am always on the look out for a good moisturizer that isn't greasy, doesn't clog pores, and doesn't make my face all shiny. I was using this moisturizer from Garnier without the anti-sun damage, and really, really liked it. When I saw it advertised that they had the moisturizer and it helped prevent and correct sun damage
After using Garnier product my cheeks looked and felt like they had a chemical burn. They felt hot to the touch and had a slight rash. Adding even my mild lotion (Aveeno Posititively Radiant Daily Moisturizer with SPF15) hurt. I may have an allergy to something in it, although I never seemed to have one with other lotions. I personally can't use this product.