L'Oreal was founded in 1909 by Eugene Schueller to sell hair dyes to hairdressers. It formulated the first safe synthetic hair dye called Aureale. Today, L'Oreal has various brands across categories like skin care, hair care, makeup, and fragrances. It reaches this level of success through innovative marketing communications using print ads, TV advertisements, social media, celebrity endorsements, online loyalty programs, and apps. L'Oreal tailors its integrated marketing communication strategy to different regions by recognizing local preferences, such as appointing Arab singer Najwa Karam as its first brand ambassador in the Middle East and organizing couture campaigns.

1. L’OREAL
Mini Case Study

2. • L’Oreal was founded in 1909, when Eugene Schueller
formed a company that sold hair dyes to hairdressers.
• Aureale was the first and safe synthetic hair dye
formulated by Schueller.
Schueller Aureale

3. About L’Oreal

4. Various
Brands
under
L’Oreal
sorted
according
to
categories

5. 28%
21%
14%
22%
10%
5%
Skin Care
Hair Care
Hair Colourants
Make-up
Fragrances
Others
Sales of L’Oreal in different
Categories

6. L’Oreal and its Competitors

7. How did L’Oreal
reach this level?

8. • L’Oreal Paris revolutionized the advertising
world with this legendary slogan.
• This positive and empowering slogan spread the
message of respect and recognition for women.

9. Marketing Communications Mix
• These are the various modes of communication which
should be chosen according to the budget allocated for
marketing.

10. INTEGRATED MARKETING
COMMUNICATION

11. Print Ads

12. Innovative TV
Advertisements

13. Events, Experiences
and Sponsorships

14. Social Media

15. Celebrity Endorsements
• L’Oreal is associated with 35 Brand Ambassadors across the globe.

16. Online Loyalty Programs such
as L’Oreal Paris Gold
Rewards etc.

17. L’Oreal created the Makeup Genius App in
2014 to revolutionize the way women shop
for makeup.
It allows women to try different looks and products through smart devices.

18. I
IMC in Middle
East
• L’Oreal recognizes that Middle Eastern Women are becoming more sophisticated in
their beauty choices with easy access to internet.
• L’Oreal has used a careful blend of IMC tools to connect with the women in the
Middle East.

19. L’Oreal named Najwa
Karam, known as the Shining
Sun of the Arab Music world
as its first Brand Ambassador
in Middle East.
L’Oreal organised Couture
Eid Look Campaign in
Middle East
Key elements of L’Oreal’s IMC Strategy in Middle East

20. SUMMARY

21. DISCLAIMER
Created by Akhil Kumar, NIT Raipur, during a
marketing internship by Prof. Sameer Mathur, IIM
Lucknow.