Loreal Paris

LOreal ParisSubmitted to:Prof. Sameer Mathur

Brand Management, Section BAmrita Singh (pgp30067)

Established in 1909 at Clichy, France

2000 products, 500 brands, 150 countries

Cosmetics account for 81% revenues

Worlds largest cosmetic brand

Strategy: Quality, innovation and geographic expansion

Biggest beauty brand in the world

HQ: Paris, France

3 broad categories: make up, skin care, styling and hair

Official make up artist for the Cannes film festival-17 years

35 international brand ambassadors

Beauty, cosmetic & personal care industry in India:4.High popularity of products customized to local market needs 3.Driven by culture and traditions in Bollywood5.Rise in beauty awareness2.Untapped Indian cosmetics markets1. Growing retail marker coupled with multiplied disposible income

Number crunching:

The Indian cosmetic industryis worth 950 million USD

Growing at 15-20% annually

Pegged at 2.68 billion USD by 2020

Growth of cosmetic products in India is a whopping 60% overthe last 5 years

LOreal Paris: Products in India

II) Make upI) HairIII) Skin care

I) HairII) Make upIII) Skin careNeeds: Anti aging, whitening, UV protection, hydration and make up removerBrands: Revitalift, Youth Code, White Perfect, Hydra Fresh, UV perfect, Go 360Product: cleanser, toner, moisturizer, eye cream, day cream, night cream, scrub. Price: INR 99 to INR 999

Needs: everyday look, glamour look, perfect finish, tone matchBrands: Colour Rich, True Match, Infallible lipsticks, True Liner, Lucent Magique, Base Magique, Super liner, Pure Reds, Lash Architect Product: mascara, eye shadow, eyeliner, blush, kajal, BB cream, concealer, lipstick, lip gloss, lip liner Price: INR 225 to INR 995

Needs: damaged hair, hair fall, rough hair, nourished hair, dull hair, coloured hairBrands: Total Repair , Fall Repair 3X, 6 Oil Nourush, Colour Protect, Nutri Gloss, Smooth ProtectProduct: shampoo, conditioner, masque, tonic, masque, serum Price: INR 199 to INR 1095

Target segment :

Urban classes from all racesThe beauty consciousThe new gen women : Multi-taskers

Brand ambassadors

Customized for YOU!!

Multi channel approach:

Positioning :

Professionally crafted productsDelivering high qualityPerfectionStylized and iconizedElement of self esteem and worthEmotional product

Emotional connectFunctional benefit

Perceptual map :X axis : How well the target segment identified with the brand emotionallyY axis : The quality of product in fulfilling the functionality sold for.

LOreal Paris is a supreme brand acing on both dimensions.

Biggest competitor: Mac

The map is based on primary research and verbal discussions with the target segment.

Lets dwell into Mac.

Brand ambassadors

I dont care, I love it!!!

A quick comparison..

Product category I ) Lip sticksLOreal ParisMAC

Three types: Lip liner, lip gloss and lip balm in 9 effects namely glossy, matte, pumping, satin etc.Positioning : Variety in looks, have your signature colour that makes you confident.Price: INR 500- 999Brand ambassador: Aishwariya Rai, Sonam Kapoor, Frieda Pinto

Five types: Lip liner, lip care, lip primer, lip pencil, lip gloss and stick. Positioning : Trustworthy, professional, credible, expensive.Price: INR 975- 3300Brand ambassador: Ricky Martin, Kim Kardashian, Madonna, Rihana

Product category I ) KajalLOreal ParisMACThree types: Mascara, kajal, eye linerPrice: INR 500- 999Brand ambassador: Aishwariya Rai, Sonam Kapoor, Frieda Pinto

Five types: Lash , liner, mascara. Kohl, fluid line, brow. Price: INR 975- 1430Brand ambassador: Ricky Martin, Kim Kardashian, Madonna, Rihana

THANK YOU