L’Oréal, founded in 1909 by Eugène Schueller, is a global cosmetics leader headquartered in Paris, operating in 140 countries with 89,300 employees and €25.84 billion in sales. The company offers diverse product segments, including consumer products, luxury items, professional line, and active cosmetics, and utilizes a direct expansion strategy along with innovative marketing tactics, such as influencer collaborations. Future growth priorities include digital marketing optimization, expanding eco-friendly product lines, and focusing on emerging markets in Asia, Africa, and Latin America.

1. L’OREAL PARIS

2. L’OREAL
• Eugène Paul Louis
Schueller founded
the company in the
year 1909.
•Head office in Paris
•It has its presence in
140 countries
•89,300 employees
•€25.84 Bn in sales
•A global flotilla of
34
complementary
brands.

3. SEGMENTS OF
PRODUCTS
•48.1% :-Consumer Products
Accessible products that
change consumers' everyday
routines and beauty rituals
•30.8%:-L’Oréal Luxe
Higher end products for the
affluent customer segment
•13.6%:-Professional Products
Formulated products for
studio professionals.
•7.5% :-Active Cosmetics
Beauty products generally
available in pharmacies,
taking dermatological
conditions into consideration
Sales

4. Marketing Strategy
1. Follows direct expansion
strategy
2. Follows waterfall approach
3. Generates buzz with the
all-time famous tag
“BECAUSE YOU’RE
WORTH IT”

6. 1)Acquiring local beauty brands all over the
world.
 It was with this in mind that L’Oréal
purchased Gemey in the United States
(1974), then Maybelline (1994), Jade in
Germany (1995), and the Japanese brand
Shu Uemura (2000).

8. 3)Spending 3.5% of annual sales on Research and
Development centers.
 Innovation will play a vital role in making
products that meet the requirements of buyers
across these highly varied markets.
 To this end, L'Oréal now has R&D centers in
Brazil, China, Japan and the US.

10. 4)Local marketing
 They use influencers to affect customers in various
segments. In September last year, L’Oreal signed
up five British beauty bloggers as influencers to
create online content for its products.
 By collaborating with A-list celebrity endorsers.
 Partnered up with many fashion shows and TV
shows
 Offers special treatment to loyal customers through
salons and lounges.

11. 5)Specific positioning
of product on a
specific market
segment.
6)Higher distribution
channel

13.  Studying consumers of
various demographics to suit
their needs.
 They work on forward
invention- Creating a new
product to meet a need in one
country
 L'Oréal Color Riche has
ambassadors from different
countries to attract customers.

14.  MATRIX made a
genuine breakthrough
in India in 2005.
 MATRIX has
conquered the small
hair salon sector where
few, if any, professional
products were used in
the past.

16. 1)Promising future in Asia,
Africa and Latin America
2)Optimizing Digital
Marketing . Creating more
apps to strengthen online
presence.
3)Brand extensions

17. COMPETITORS
 Unilever
 P&G
 Estée Lauder
STEPS TO BE CONSIDERED..
•More print ads in the countries where there is less number of digital media.
•Expanding “The Body Shop “ Line as eco-friendly is the new buzz.
•Working more in the L'Oréal professional front, by partnering with more hair
stylists and salons.

18. 1.About L’Oréal
2.Product division
3.Marketing strategy of L’Oréal
4.How is L’Oréal successful in market
5.Keys to successful product launches of L’Oréal
6.What’s next for L’Oréal
7.Competitors and few steps which could be considered
for expansion.

19. DISCLAIMER
This presentation is made
to fulfill requirements for
the summer internship
under Prof. Sameer
Mathur.
NAMOONA NAYAK
IIIT,BBSR