L'Oreal

II- Corporate image

L’Oréal Paris has established a strong corporate image with an experience of more than hundred years. This image summarizes what the company stands for and the position the company has established. Through out the years, L’Oréal succeeded to create a specific impression in the mind of customers. In fact, it is perceived as a company that puts all its expertise and research resources to work for the well being of men and women, in all their diversity, around the world. It has established two major goals: diversity and world presence.

L’Oréal Paris’ reputation around the world has contributed in building customer loyalty and retention as well as growth and sales.

a) Components of L’Oréal Paris image

Every firm’s image includes a set of components that are tangible and intangible.

1) Tangible elements:

• Goods and services sold: L’Oréal group includes a large portfolio of famous brands which are categorized under the following:

- Consumer products: L’Oréal Paris, Garnier, Maybelline New York, Softsheen.Carson, Club des Createurs de Beaute Paris.

- Professional products: L’Oréal Professionnel, Kerastase, Redken, Matrix, Mizani, Shu Uemura Art of hair.

- Luxury products: Lancôme, Biotherm, Helena Rubinstein, Kiehl’s, Shu Uemura, Giorgio Armani, Ralph Lauren, Cacharel, Victor & rolf, Diesel, Yves Saint Laurent Beaute.

- Active cosmetics: Vichy, La Roche Posay, Inneov, Skinceuticlas, Sanoflore.

- The Body Shop.

• Retail outlets where the products are sold: when it comes to the Lebanese market, L’Oréal Paris products are sold in cosmetic department stores such as C&F; malls such as Geant and ABC; supermarkets such as Spinneys, TSC, Abou Khalil, Metro; pharmacies. The distribution depends on the nature of the products whether it is a convenience item such as shampoo or luxury product such as Lancôme and YSL.

• Factories where the products are produced: L’Oréal factories are present all over the world, USA, China, France, UK, etc…

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