Headquartered in Paris,France founded by Eugene
Schuller in 1909.
website :- www.loreal.com
Well segmented product offerings in 130 countries.
In 2013,LO’real had a market capitalization
of $94.76 billion with $9 billion spent on
advertising and promotion.
Some of its iconic brands are YSL,Ralph
Kerastase,Vinchy and Redken.
Offering beauty to all.
Beauty is universal.
Beauty is a science.
Beauty is a language.
Beauty is a commitment.
Ambition is to win over another one billion consumers around
the world by creating the cosmetic products that meet the
infinite diversity of their beauty needs and desires.
• LO’real believes that events bring brands to life and are key
component of its IMC strategy.
• It effectively integrates promotional events with the celebrity
power of its brand ambassadors from 20 international red
LO’real is the
partner of Cannes
Emmy award winning
sponsored by LO’real
Transforming its marketing model through complete
integration of its traditional and digital media.
LO’real uses content based marketing incorporating
education, empowerment ,and aspiration to develop
creative messages that increases its brand equity.
With more than 4 billion searches on Web on the
subject of beauty ,consumers are increasing using
digital and social media ,LO’real takes such consumer
Insights and the digital revolution .
LO’real revolutionized the way women
shop for makeup.
It introduced its digital innovation
app , Makeup Genius, a virtual makeup
tester that allows women to try different
looks and products through smart devices.
Offering a unique e-beauty experience.
Case Study Questions
1. Discuss LO’real Paris message strategy and creative slogan strategy in
light of its slogan and use of brand ambassadors . Do you think LO’real
Paris has adapted its IMC strategy effectively in the Middle East?
2. Evaluate LO’real approach to events , experiences , and sponsorships.
Has LO’real been effective in selecting its partners?
3. What are the benefits of content-based marketing for a beauty brand
like LO’real?Do you think LO’real is right in completely integrating its
traditional and digital media?
1. LO’real Paris message strategy of respect and recognition for women and creative
strategy in light of its slogan “Because I’m worth it” became successful.
Yes , LO’real Paris has adapted its IMC strategy effectively in the Middle East by
considering the region’s distinct concept of beauty and cultural norms in developing
2. LO’real believes that events bring brands to life and are a key concept of its IMC
strategy .It effectively integrates promotional events bring with the celebrity power and
sponsored many events . LO’real has been successful in selecting its partners like Rent the
the Runway , YouTube , Project runway, Mooda.com .
3. LO’real uses content based marketing incorporating education , empowerment ,
and aspiration to develop creative messages that increases its brand equity.
Well segmented product
offerings in 130 countries
capitalization of $94.76
IMC strategy of events,
Partnership , programs
helped it in global
keeping in view local
preferences and customs.
Used Digital revolution
for interactive marketing
via YouTube , Apps and