L'Oreal - Company Analysis

Paper Summary:

This paper discusses one the most important players in the international cosmetics industry, L'Oreal. It provides a brief history of this industry and of the company itself. The paper then discusses the company's advantages, such as its diversified target markets, its position as a worldwide leader on the market, its tradition, the quality of its products, its research and development activity, as well as its innovative marketing approach. It shows how L'Oreal has been successful in these areas to make the company a powerful competitor in the cosmetics industry.

From the Paper:

"All of these competitors are strong international companies that offer products of similar quality to L'Oreal. They follow L'Oreal's footsteps by developing similar products, by offering similar advantages, and by promoting their products in a similar way. For example, in the TV ads, L'Oreal's products are advertised by celebrities, most of them well-known actresses, like Andie McDowell, Penelope Cruz, Milla Jovovich and others, in order to create a connection between the customers and these celebrities through L'Oreal products. Max Factor, one of the competitors, followed the same scenario, creating a link between their products and recent movies and the celebrities starring in them. Also, Avon Cosmetics' products are advertised by another celebrity, Salma Hayek."

Sample of Sources Used:

• L'Oreal (2007). Wikipedia, the free encyclopedia. Retrieved February 18, 2007 from http://en.wikipedia.org/wiki/L%27Oreal.
• L'Oreal: The Beauty of Global Branding. BusinessWeek online. Retrieved February 18, 2007 from http://www.businessweek.com/1999/99_26/b3635016.htm.

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