2. BECAUSE YOU ARE WORTH IT
L’Oréal was established in 1909, and by now the company is one
of the leaders in the beauty market while providing a wide variety
of products for each segment of its market tailored to meet
expectations of its customers.
L’Oréal does and has always have believed in the strategy on
innovation and diversification. Due to the products’ uniqueness,
L’Oréal’s product became well-known and popular among all
ethnic groups, not depending on gender.

3. Introduction
• Before the facial cosmetics, L’Oreal was known as a hair-color
formula developed by French chemist Eugene Schueller in 1907. It
was then known as "Aureole".
• Established in 1909
• 100 year old company
• Worldwide leader in cosmetics
• Distribution: 130 countries
• 23 global brands

4. • 5 Key expertise: Hair care, Skin, Hair color, Make up
& Fragrance
• 67,662 employees worldwide
• 17.5 billion Euros consolidated sales in the year
2008
• Mass-market luxury brand image

5. Mission
The company’s mission is to promote an
approach to beauty that is fun, affordable,
fulfilling, genuine and generous while
meeting all stakeholders’ expectations by
providing a portfolio of deeply diversified
range of products.

6. Divisions
• Consumer Products Division
• Professional Products Division
• Active Cosmetics Division
• Luxury Products Division

7. COSMETICS, UNIQUE EXPERTISE
A brand portfolio that is unique in the world
www.loreal.com

13. Market Overview
• The L’Oreal Group is present worldwide through its
subsidiaries and agents. L’Oreal started to expand its
products from hair-color to other cleansing and beauty
products.
• The L’Oreal Group today markets over 500 brands and
more than 2,000 products in the various sectors of the
beauty business. Such includes hair colors, permanents,
styling aids, body and skincare, cleansers and fragrances.
Indeed, the L’Oreal Group have reached the peak that all
cosmetic brands sought after.
• L’Oreal Groups could still be considered as the leading
supplier of cosmetics and hair-color.

14. RESEARCH, DRIVING GROWTH
480-million-euro R&D budget
2,900 staff members
1/3 of the R&D budget is earmarked for advanced research
Numerous scientific papers in peer-reviewed journals
and presentations in congress
More than 500 patents filed per year
8 research centers in Europe, 3 in North America
and 3 in Asia
3 evaluation centers in Europe, 4 in America and
3 in Asia

15. Market Overview
• In 1996, L’Oreal became the second largest
cosmetics maker in the US, following the
acquisition of Maybelline.
• In 2005, the company’s revenues increased by
nearly 6.5% to US$18.1 billion, reflecting like-for-
like growth of 4.8%
• 15.8 percent of the global cosmetics market,
continued to gain market share and planned to
expand in Central Asia, India and the Middle East
TODAY

16. Market Overview
• L'Oreal ranked as one of the “world’s most
ethical companies” according to
ETHISPHERE MAGAZINE in 2007
• L'Oréal is the ideal employer for business
students in Europe in 2008
– (Trendence Europe survey, Managers edition)

17. Competitors
• Estee Lauder
• Revlon
• Shiseido

18. Finding the Core Value
• Who Am I?
• Who Am I for?
• Why buy me?
• Why befriend me?

19. Core Values:
• Striving For Excellence
• Perfection is our goal.
• A Passion For Adventure
• Enrichment Through Diversity

20. Finding the Core Value
• The Means End Chain:
Beauty Ingredients Well-Being
Enhanced Beauty Satisfaction

21. The Creative Brief
• Advertising objective
• Issue/Problem
• Target Audience
• Recommended Media
• The core promise
• Tone of voice

22. Advertising Objective
Traditional forms of advertising, through glossy
magazines and TV, have been the
preferred and accepted advertising approach.
However, advertisers have become far
more selective in targeting their markets and
spending their advertising and
promotional budgets.

23. Issue/Problem
Poor reach to the average people of
underdeveloped countries.

24. Target Audience
• Demographics: According to the different
product divisions
• Consumer:18-50+ years
• Male: 35%
• Female:65%
• Core Target: 25-35 years old
• Psychographics: She/he who is searching for
excellence in beauty and who has an high
interest in fashion.

25. Recommended Media
• Print
• TV
• OOH
• Internet ( Newsletter & E-mail)

26. Core Promise
To guarantee satisfaction for
customers

27. Tone of Voice:
• Glamorous
• Soft & Caring

28. VINTAGE L'ORÉAL ADS
What began with just one hair-dye product has
become a company with more than 80,000
products. Here's a look back at some of
L'Oréal's iconic images and vintage ads.

29. L'ORÉAL'S OFFICE, 1909

30. L'Oréal Ad, 1922

31. THANK YOU
ROMA KHUBANI
PGPMM ‘08-10