Marketing Project Loreal

Akera L Motley

American Intercontinental University

Unit 5 Individual Project

THE L’OREAL BRAND

MKTG 205 – Principles of Marketing

November 9th 2014

Abstract

This individual project is to supply you with information on L’Oreal products, and how the principles of marketing has impacted this organization, as well as how important market analysis is in all business areas, from knowing the competition and staying innovative to branding on a global scale.

Founded in 1907, L’Oreal is one of the largest companies in France and is the world’s largest manufacturer of high-quality cosmetics, perfumes, hair care and skin care products. By the 1920’s its products were available in a total of 17 countries, including the United States, Brazil, Chile, Peru, Equador, Bolivia, and the Soviet Union. Now its brands span 130 countries on 5 continents and include such well- known names as Lancôme, Maybelline, Garnier, Redken, and Matrix. During the late 1980’s early 90’s L’Oreal eyed the US market which represented one-third of the world’s market as one with opportunities for further profit growth. (referenceforbusiness.com) L’Oreal built a dozen or so mega brands rooted in the local culture and appealing to different segments of the global market. With 68,886 employees and $26.35 billion in sales the L’Oreal brand ranks high within the household and personal care industry. (forbes.com)

With the range of products that L’Oreal has to offer, it would be easier to list who is not a potential consumer. Demographically, their largest consumers of the entire beauty industry is white women aged between their early teens and older.(researchomatic.com) But, with the plethora of products that the L’Oreal brand offers women of different ethnicities purchase cosmetic from the Soft Sheen product line. Men young and old hide gray hair or change their look with L’Oreal’s Spa for men hair coloring and parents make bath time fun with brightly colored bottles of L’Oreal Shampoo for...