The document summarizes a final project report for a marketing class on L'Oreal. It discusses L'Oreal's history, product categories, strategic analysis of product, price, place, and promotion. It analyzes L'Oreal's success in Asia-Pacific and identifies hair color, cosmetics, hair care, and skincare as its four major beauty categories. A new potential product line called "True Love" kit is proposed to target the gay community market. L'Oreal has a steady foundation as the world's leading cosmetics company with over 100 years of operations in 130 countries.

1. University of Natural Science
International Training & Education Center – ITEC
FINAL PROJECT
Professor: Gary Edward Giss
Class: 12BSM2
2013

2. Members of group:
Trần Ái My
Đào Ngọc Lan Đài
Nguyễn Thị Trà My
Phạm Phương Duy
Nguyễn Thiên Phương Linh

3. INTRODUCTION
STRATEGIC
MARKETING ANALYSIS
CONCLUSION
NEW PRODUCT LINE

4. INTRODUCTION
 Established in 1909 by scientist - Eugene Schueller.
 The acquisitions:
 Maybelline in 1996
 SoftSheen in 1998
 Carson in 2000
 Urban Decay in 2012
 ….
Now: include 27 international brands
present in 130 countries

6. Head office in Paris

7. Four major beauty categories : hair color,
cosmetics, hair care, and skin care.

8. 1. Success:
2. Analysis:
 Product
 Price
 Place
 Promotion
STRATEGIC MARKETING ANALYSIS

9. 1. Success:

11.  In Asia-Pacific, L’Oréal has the highest turnover
relative to the others area
 The L'Oréal becomes the second largest in China
 L’Oréal Men Expert is the best trademark in
Taiwan

12. 2. Analysis:

13. PRODUCT

14. PRODUCT
 Five main brand categorized by their target markets.
o L’Oréal Luxe
o Consumer Products Division
o Professional Products Division
o Active Cosmetics Division
o The Body Shop

15. PRODUCT
o L’Oréal Luxe:
- Include 16 brands
- Product available at department stores, cosmetics
stores, travel retail, own-brand boutiques and
dedicated e-commerce websites.
- Lancôme, Yves Saint Laurent Beauté, Giorgio Armani,
Biotherm, Yue Sai,…

16. PRODUCT
o Consumer Products Division
- Include 6 brands
- Product are distributed in retail channels.
- L’Oréal Paris, Maybelline New York, Garnier, Créateurs
de beauté.com, Softsheen.Carson ,Essie.

17. PRODUCT
 Professional Products Division
- Include 8 brands.
- Product are distributed in salon worldwide.
- L’Oréal Professionnel, Redken, Pureology, Mizani,
Kérastase, Matrix, Shu Uemura Art of Hair, Essie.

18. PRODUCT
 Active Cosmetics Division
- Include 6 brands
- Product are sold in healthcare outlet worldwide,
including pharmacies, drugstores, and medi-spas.
- Vichy, SkinCeuticals, Roger&Gallet, La Roche Posay,
Innéov, Sanoflore.

19. PRODUCT
 Flexible
 Main product in China:
o Skin care: whitening product with herbal medicine
extract for different segment.
o Hair care: focus on product for a smooth, shiny and
black hair.
o Make-up product: change its design, packaging

20. PRODUCT
 For each region:
Different color lipstick
Different cream component

21. PRICE

22.  Products used in beauty salons and hairstyling
institutes professional : such as L’Oreal
Professionel, Matrix, Mizani, Redken, Keratase...
 Approximately from £6 to £18 (about from
180.000VND to 540,000VND)

23.  Conventional products - including L’Oreal Paris,
Garnier, Maybeline NY - has a wide range
 Lowest cost(approximately £3 - £14, about
90,000VND – 420,000VND)
 Holding the largest share in the total of the
product line (51.1% in 2009).

24.  Price of L’Oreal product line is lower than other
brands, such as Ohui, Lancome,… and more
expensive than Missha and others.
 Ohui : from 500,000VND to over 1,000,00VND
 Lancome : from 200,000VND to over 1,000,000VND
 L’Oreal : from 100,000VND to under 2,000,000VND
 Missha : from 30,000VND to 540,000VND
 Rankin the middle compared to all products

25. PLACE

26.  It has 3 major channels :
 The hair salon: on a network of sales
representative.
 The mass market through intermediaries such as
supermarkets, systems cosmetic store...
 Pharmaceutical stores. This channel specialized in
distributing the product specific line such as Vichy,
Skniceuticals...

28. PROMOTION

29. PROMOTION
 Public Relation:
- The L’Oréal-UNESCO Awards for Women in Science
- The L’Oréal Brandstorm
- The “Look Good… Feel Better”
- The Mother River Protection Awards

30. PROMOTION
- Education and environment program, contest (China)
- Scholarship for poor student and handicapped
student.
- Invest on new business of college student for doing
profitable project for society.
- A tour of L’Oréal manufacturer in Suzhou that have
waterwaste purification system.
- Charity that help minority people.

31. PROMOTION
 Facebook
 Twitter
 Youtube channel
 Ads

32. CONCLUSION

33. NEW PRODUCT LINE

34.  Some elements for True Love kit to be a potential
product when it’s released:
 It will be the completely new product which has
ever been had on the market.
 It will be a new customer segment
 have the demand of sprucing up as well as
women
 The number of the gay community are
increasing
(http://www.youtube.com/watch?v=w7eBWQ6T5Zk- Gay Boy Does
Yo Makeup)
 It is the sex which was accepted by the laws and the
community,(https://www.facebook.com/gay.community)

35.  What value the product give to targeted
customer:
 It can be an evidence which is shows that their
sex are getting more attention .
 It will be a product that fit their physical skin
(men skin) and satisfy their desire (want to be
looked like a girl).

36. A Steady Foundation of L’OREAL which is the basis for
xyz product to be successful:
 The company has operated for 104 years since 1909
 In 2013, Loreal ranked No. 2 in the top 20 cosmetics
companies’ sales with the total of 25.8 billion US dollars.
(According to http://chemistscorner.com)
 Loreal Group is the best cosmetics brand all over the world
in 2013 (According to the Click Top 10)
 135 products of L’OREAL are sold
 Presence in 130 countries with more than 65000 employees.
 Owns 23 different brands, each brand earns more than 50
million € per year

37. CLIP

38. Thank
you
for
listening