L'Oreal Pars Brand Extension

1. L’Oreal Paris
Submitted to:
Prof. Sameer Mathur
Brand Management, Section B
Amrita Singh (pgp30067)

4. • Established in 1909 at Clichy, France
•• 2000 products, 500 brands, 150 countries
• Cosmetics account for 81%
revenues
• Worlds largest cosmetic brand
• Strategy: Quality, innovation
and geographic expansion
• Biggest beauty
brand in the world
• HQ: Paris, France
• 3 broad
categories: make
up, skin care,
styling and hair
• Official make up
artist for the
Cannes film
festival-17 years
• 35 international
brand
ambassadors

5. Beauty, cosmetic & personal care industry in
India:
4.High popularity of
products customized to
local market needs
3.Driven by culture and
traditions in Bollywood
5.Rise in beauty
awareness
2.Untapped Indian
cosmetics markets
1. Growing retail marker
coupled with multiplied
disposible income

6. Number crunching:
• The Indian cosmetic industry
is worth 950 million USD
• Growing at 15-20% annually
• Pegged at 2.68 billion USD
by 2020
• Growth of cosmetic products
in India is a whopping 60% over
the last 5 years

8. LO’real Paris: Products in India
II) Make up
I) Hair
III) Skin care

9. I) Hair
II) Make up
III) Skin care
• Needs: Anti aging, whitening, UV
protection, hydration and make up
remover
• Brands: Revitalift, Youth Code, White
Perfect, Hydra Fresh, UV perfect,
Go 360
• Product: cleanser, toner, moisturizer, eye
cream, day cream, night cream, scrub.
• Price: INR 99 to INR 999
• Needs: everyday look, glamour look,
perfect finish, tone match
• Brands: Colour Rich, True Match,
Infallible lipsticks, True Liner, Lucent
Magique, Base Magique, Super liner, Pure
Reds, Lash Architect
• Product: mascara, eye shadow, eyeliner,
blush, kajal, BB cream, concealer, lipstick,
lip gloss, lip liner
• Price: INR 225 to INR 995
• Needs: damaged hair, hair fall, rough hair,
nourished hair, dull hair, coloured hair
• Brands: Total Repair , Fall Repair 3X, 6
Oil Nourush, Colour Protect, Nutri Gloss,
Smooth Protect
• Product: shampoo, conditioner, masque,
tonic, masque, serum
• Price: INR 199 to INR 1095

10. Target segment :
Urban classes from all
races
The beauty
conscious
The new gen women : Multi-taskers

11. Positioning :

12. • Professionally
crafted products
• Delivering high
quality
• Perfection
• Stylized and
iconized
• Element of self
esteem and worth
• Emotional product

13. Emotional connect
Functional
benefit
Perceptual map :

14. Multi channel approach:

15. Brand
ambassado
rs