L

1
LORÉAL

• Because Im Worth It

2
LORÉAL

• History Background

by Banita Thapa
3
History

• In 1907 Eugene Schueller,a young French chemist
  developed an innovative hair color formula, which
  he called Aureole thus began the history of
  LOreal.

4
Companys principles

• Ongoing research and innovations
• Started with hair coloring products
• Now has cleansing / beauty products

5
Distribution

• Initially Holland , Austria and Italy,
• Later US, Russia and Far East
• Now present world wide.
• Found in all major drug stores, supermarkets,
  beauty outlets and even direct mails.

6
Brands

• LOreal group markets 500 brands and more than
  2000 products in all the sectors of beauty
  business.

7
Mission

• To guarantee satisfaction for customers.

8
Human Resources

• Unique trend and obsession is to recruit talented
  individuals who are not afraid to express
  themselves.
• Personal development of employees companys aims

9
Advertising and its history

• Communications is the key word in LOreals
  history.
• Dating back in the 1933s when Eugene took part
  in the radio broadcast to making screen debut in
  the movies and bagging the advertising award.
  Today LOreal is synonymous with the legendary
  advertising Because Im worth it.

10
Popularity

• Solely due to its continued dedication and
  commitment to technology, research and
  innovation.

11
Major charitable commitments in US

• Studio Museum in Harlem
• Ovarian Cancer Research and fund
• Women In Need
• Boys and Girls Club in America

12
LORÉAL

• Product Analysis

by Kanjanat U-chukanokkun
13
BUSINESSES

• Cosmetics Activities
• Dermatological Activities
• Pharmaceutical Activities

14
BUSINESSES

• Cosmetic Activities
• Haircolor
• Skincare
• Sun Protection
• Make-up
• Perfumes and Eaux de Toilette
• Toiletries

15
COSMETIC ACTIVITIES

• By Graph

16
COSMETIC BRANDS

• Brands of European Origin
• Brands of American Origin
• Brands of Asian Origin

17
COSMETIC BRANDS

• Brands of European Origin

18
COSMETIC BRANDS

• Brands of American Origin

19
COSMETIC BRANDS

• Brands of Asian Origin

20
PRODUCTS

• Consumer Products
• Luxury Products
• Professional Products
• Active Cosmetics

21
PRODUCTS (by graph)
22
PRODUCTS

• Consumer Products
• LOréal Paris
• Garnier
• Maybelline New York
• SoftsheenCarson
• Club Des Créateurs De Beauté

23
PRODUCTS

• Luxury Products
• Lancóme
• Biotherm
• Helena Rubinstein
• Giorgio Armani
• Ralph Lauren

• Cacharel
• Guy Laroche
• Paloma Picasso
• Kiehls
• Shu Uemura

24
PRODUCTS

• Professional Products
• LOréal Professional
• Kérastase
• Matrix
• Redken

25
PRODUCTS

• Product sales by geographic zone

26
PRODUCT POSITIONING

• L'Oréal
• Marketed in 150 countries
• The world no. one cosmetic brand
• Mass-market luxury brand image

27
PRODUCT POSITIONING

• Garnier
• Brand identity young, optimistic and informal
  appeal
• Mass market business model esp. in foreign
  countries
• International level quality and mass market
  pricing
• High sales growth in Thailand (80), Russian
  (76), Australia (63)

28
PRODUCT POSITIONING

• RedKen
• New market segment through salon sales of
  products for home use
• Exceptional growth of Color Fusion colorants

29
Product Comparison

• Product Comparison Marketing Strategy

by Dasiya Morazkina
30
LORÉAL WORLDWIDE

• L'Oréal
• Japan

by Kazuma Uemura
31
LOréal in Japan

• started operations in 1963
• market haircare products for professional
  hairdressers
• In 1976, the Group began to distribute
  mass-consumer products under the LOréal Paris
  label

32
LOréal in Japan

• followed two years later by prestige brands
  Lancôme and others.
• Nihon LOréal K.K., a subsidiary created in 1996
• handles all of the Groups cosmetics activities
  in Japan with a staff of more than 1,100 people

33
LOréal in Japan

• Japan is a major research pole for the Group
• L'Oréal created its first research center in
  Japan in 1983
• today operates two laboratories in the country,
  one is based in Kawasaki, another was established
  in the technological city of Tsukuba

34
Characteristic of L'Oréal Paris VS LOréal Japan

• L'Oréal Paris
• No.1 Brand in the world
• Core brand in L'Oreal group
• Best market share in each categories
• Hair color, styling, skin care, and make up
• 12 research centers in the world
• 2,500 researchers
• 450 patent rights in a year

35
Characteristic of L'Oréal Paris VS LOréal Japan

• LOréal Japan
• Tie-up with Sue Uemura
• The most popular cosmetic brand in Japan
• The third creative stronghold
• First Paris, Second New York
• Important for Asia market
• China, Taiwan, Thailand, Korea, etc

36
Management Strategy of LOreal Japan

• Japanese women's needs
• Concepts, ingredient, prescription, and package
• Core target
• 25-35 years old
• Have a high fashion interesting

37
Spokesperson of LOreal Japan

• Laetitia Casta
• Appears on 40 magazine covers in 2 years
• Was elected a symbol of beauty in France by
  France government

38
Spokesperson of LOreal Japan

• Ayako Kawahara
• She is only Japanese spokesperson in LOreal Japan

39
How to give the impact on advertisement

• Skincare
• Focus on face
• Do not makeup
• Sanitary
• Hair care, Hair color
• Focus of hair
• Hair is healthy

40
How to give a impact advertisement

• Makeup
• Fashionable
• Give good feeling
• Colorful
• Styling
• Make a good balance with makeup and style
• Give examples how to do styling