2. GETTING TO KNOW L’OREAL
Headquarters France
Regional
Involvement
Global
Category
Involvement
Skincare, Colour cosmetics, Hair care, Fragrances,
Men’s grooming and Sun care.
World BPC Share
(2011)
9.7%
World BPC value
growth (2011)
4. 8%
3. WHAT THE CASE TELLS US
• Main reasons for global success are targeting methods and frequent use of
products by youth
• Invests 3% of revenue in R&D as innovation and quality of product gives a
competitive advantage.
• Manufactures large quantities of products and acquisition strategy helps
increase capacity
• Each brand division has its own distribution system
• Promotion of L’Oreal’s image and values provides them with a sustainable
competitive advantage.
• Acquisition of brands from countries of origin combined with L’Oreal’s
promotion strategy helped them become an international success in
emerging markets
4. CURRENT SCENARIO
L’oreal operates through 4 divisions
• Consumer Product Division – L’oreal Paris,
Garnier, Maybelline NY
• Professional Product Division – L’oreal
Professional, Matrix Kerastase
• Active Cosmetic Division – Vichy (It is a
dermatological product)
• Luxury Product Division – Lancome,
Biotherm, Giorgio Armani, Ralph Lauren
Fragrances
5.
6.
7. MARKET SHARE OF L’OREAL
Source: http://magazine.loreal-finance.com/en/loreals-worldwide-performances.htm
15. L'Oreal's success can be attributed to these following factors:
Understanding Consumers Globally
Wide range of products
Effective positioning vis-à-vis its competitors
SUCCESS
16. LEARNINGS FROM THE CASE
• L’Oreal relies on R&D for their new product innovation
• Their acquisition strategy has been very successful as they allow the
companies to flourish by promoting their country of origin
• Increase in patent registrations has given L’Oreal a sustainable competitive
advantage.
• Variety of distribution channels helps in increase of sales.
• Effective and unique promotion and advertising of its image with each
country’s perception of beauty.
Editor's Notes
L’oreal is present in 130 countries on 5 five continents. To be as close to its consumers as possible, the group establishes its expertise in all major geographical zones.
L’oreal owns 28 international brands and has 624 patents registered in 2013.
Ranks as no 1 in cosmetics group worldwide
Euro 22.98 billion sales in 2013
* Business Planning and ConsolidationWorld BPC Share (2011) - 9.7%
World BPC value growth (2011) - 4. 8%
Choose this one or choose from slide no. 6
Brands owned by L’oreal – 28 international brands in 130 countries with 624 patents registered in 2013.
1st cosmetics group worldwide
Euro 22.98 billion sales in 2013
Source: http://www.loreal-finance.com/eng/key-figures
624 patents registered, spent Euros 857 million i.e. 3.7% of sales.
L’Oréal has always made major investments in research and puts cosmetic innovation at the very center of its model for growth. With over 130 molecules developed over the past 40 years, the group is exceptional in its ability to patent major active ingredients well in advance of competitors. L’Oréal has organized its Research and Innovation around six regional platforms (Europe, United States, Japan, China, Brazil, India).