Submitted by: Submitted by tulip
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Words: 3586
Pages: 15
Category: Business and Industry
Date Submitted: 12/07/2015 07:34 AM
1 Description of the company
1.1. Introduction of L’Oréal Group
L’Oréal Group is the one of the top 500 enterprises and the world’s largest Cosmetics and Beauty Company which was founded in the year 1907 by a French chemist Eugene Schueller. L’Oréal Group has business in more than 130 countries on five continents and headquarters in France. It got its start from the hair color business but soon it developed activities in the field of cosmetics, concentrating on skin care, sun protection, make up, perfumes and hair care. The group's mission is to provide the best in cosmetics innovation to women and men around the world with respect for their diversity.
1.2. L’Oréal Group in China
Over the past 3 decades, Chinese consumer product market is not only the world’s fastest growing but the structure also changing rapidly. With the quick economic development and the constant rising of living standard, Chinese people’s demand of cosmetics gets higher, and China became the second largest cosmetics consumption country in 2013 based on the authoritative research.
L'Oréal Group formally entered Chinese market in 1996, before that, L'Oréal Group had set up a strategy business department to study Chinese market in Pairs since 1980s. In the early of 1990s, it established Hong Kong sales office to take charge in exploiting the whole Chinese market, at mean time, set up image counters in Beijing, Shanghai and Guangzhou for testing the response of Chinese consumers. Since the entrance into China, L'Oréal Group has been constantly showing its unique elegant brand image to Chinese consumers by the famous advertisement of "L'Oréal Paris, you're worth it" which was performed by many classical actresses. The Chinese business of L'Oréal has been steadily developed and taken on a good momentum. According to the data released by L'Oréal China in Shanghai on 31st March of 2015, L'Oréal China achieved 13th double-digit growth by rising 10.2% from a year earlier and sales reached 13.28...