L'Oréal, founded in Paris over 100 years ago by Eugene Schueller, operates in 130 countries with 23 brands across consumer, active, professional, and luxury products. The document discusses strategies for global expansion, including market evaluation, entry methods, and marketing organization, while highlighting innovation and sustainable practices as future directions. Key acquisitions, such as in the ethnic hair care industry, are also noted to enhance market presence.

2. FOUNDED in PARIS
Over a 100 years ago…
By Eugene Schueller
130 COUNTRIES
23 BRANDS..

4. 4 GROUP
PRODUCTS
CONSUMER
ACTIVE
PROFESSIONAL
LUXURY

5. STEPS FOR
SUCCESS OF
L’OREAL AS A
GLOBAL
BRAND…

6. DECIDING WHETHER
TO GO ABROAD.
“Meet the needs of men and women and make beauty
products available to as many people as possible.”
Owen-Jones, ex CEO &
Chairman, L’oreal

7. WHICH MARKET
TO ENTER?

8. Developed or
Developing?
How many?
Evaluating
potential markets.

9. HOW TO ENTER
THE MARKET?

10. Exports
Licensing
Joint ventures
Direct investments

11. L’oreal became a
player in growing
ethnic hair care
industry when it
purchased and merged
Soft Sheen products
and Carson Products.

12. DECIDING MARKETING
PROGRAM

13. Global
similarities
and
differences
Marketing
and product
adaptation
E.g.- Wonder curl
mascara in
China.

14. Global product strategy
Global communication
strategy
Global distribution strategy

15. DECIDING MARKETING
ORGANIZATION
International
Division
Headquarters
at PARIS

16. RESEARCH AND
DEVELOPMENT
14 Research
Centers..

17. WHAT’S NEXT FOR
L’OREAL?

18. INNOVATION
SUSTAINABILE WAYS
EXPANDING MARKETS

19.  Portfolio
 Which market to enter
 How to enter the market
 Deciding marketing program
 Marketing organization
 R&D
 What’s next

21. DISCLAIMER
Created by Aboli Wanjari, VNIT Nagpur, during a
marketing internship by Prof. Sameer Mathur, IIM
Lucknow.