L'Oreal: Global Brand, Local Knowledge

Posted: 1 Mar 2012

See all articles by Rebecca M. Henderson

Rebecca M. Henderson

Harvard Business School; NBER

Ryan Johnson

Harvard University - Business School (HBS)

Date Written: July 29, 2011

Abstract

Worldwide, and in the U.S. marketplace in particular, the French cachet of L'Oreal was one of its most powerful marketing tools. However, with the opening up of emerging markets, L'Oreal had to cater to a diverse customer base: an aging population in the West, ethnic groups, aspiring and younger customers in the East, emerging markets, and growing interest in health and beauty care among men all over the world. Employing both traditional and innovative marketing techniques, L'Oreal worked to double its customer base to two billion by 2020 and increase to half from a third its share of sales from emerging markets.

Learning Objective: To learn from and analyze the best practices of L'Ore al with regard to marketing. To examine how they use their strong brand, traditional media, digital media, celebrity endorsements and interactive marketing contests to reach a diverse array of loyal and potential consumers. Also to examine how a large company shifts marketing and messaging efforts around a changing world view and changing global economics.

Suggested Citation

Henderson, Rebecca M. and Johnson, Ryan, L'Oreal: Global Brand, Local Knowledge (July 29, 2011). Harvard Business School Strategy Unit Case No. 311-118. Available at SSRN: https://ssrn.com/abstract=2013418

Rebecca M. Henderson (Contact Author)

Harvard Business School ( email )

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Morgan 270C
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NBER

1050 Massachusetts Avenue
Cambridge, MA 02138
United States

Ryan Johnson

Harvard University - Business School (HBS) ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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