The L’ORÉAL Story• On 30th July 1909 Eugène Schueller

founded a cosmetics company, Société Française de Teintures Inoffensives pour Cheveux, which later came to be known as L'Oreal.

• L'Oréal got its start in the hair-colour business, but the company soon branched out into other cleansing and beauty products.

• Now it is the world’s largest cosmetic company.

L’ORÉAL’S MISSION• It’s mission is to offer beauty for

all. The company has set itself in the mission of offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy and safety by meeting the infinite diversity of beauty needs and desires all over the world.

L'Oreal Paris’s message strategy and creative strategy in light of its slogan

L’ORÉAL’S SLOGAN

“When L'Oréal Paris's trademark slogan "Because I'm Worth It" was coined in 1973, it captured a feminist revolution.”-The Wall Street Journal, by Christina Passariello and Max Colchester on November 15, 2011.

Tweaking of L’ORÉAL’S SLOGAN

To make the slogan more inclusive, it became

'Because you're worth it'. Now the slogan speaks

directly, and flatteringly, to its target consumers.

L'Oreal was able to establish its brand

through promotional events.

It associates itself with 20

international red carpet events.

L'Oreal sponsors international fashion events across the globe.

L'Oreal image is further strengthened through celebrity power of its brand ambassadors.

In an attempt to communicate directly to its consumers L'Oreal has partnered with Rent the Runway which has a reach of more than 1.1 million female students in more than 200 colleges.

L'Oreal has also established loyalty programs such as L'Oreal Paris Gold Rewards to appeal to its consumers.

L'Oreal was able to establish itself in diverse markets across the globe through range of advertisements focused on different cultural values

In Middle East it sponsored a very popular Najwa Karam to endorse its products.

To relate to consumers of the Middle east L'Oreal launches its “So Couture Eid Look” campaign to promote the idea of celebrating Eid in L'Oreal's “Eid Look”

In India L'Oreal exploited people’s fanaticism with Bollywood celebrities and endorsed celebrities like Aishwrya Rai, Katrina Kaif and Sonam Kapoor tp appeal to larger section of consumers.

L'OREAL’S BEAUTY CHANNEL

• It teamed up with YouTube to produce a beauty channel called Destination Beauty.• The channel offered its audience

information regarding latest trends, looks and provided makeup tutorials.

MAKEUP GENIUSIn 2014, L'Oreal launched its app called Makeup genius which allowed women to try different looks and products through smart phones.

L'Oreal has integrated traditional and digital media in its marketing

process which has added to its success.

By putting money behind experimentation and focusing on interactive, content-rich platforms, L’Oréal has begun to define itself as an approachable brand rather than a distant cosmetic giant.

Summary

Created by Olimita Roy, Jadavpur University during a Marketing Internship under Professor Sameer Mathur, IIM Lucknow.

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