l'oreal: global brand local knowledge
DESCRIPTION
My teammate Ron Keenan and I presented this based on the Harvard Business Review case (same name) dated May 2012 and additional research that we performed.TRANSCRIPT
L’OREAL: GLOBAL BRAND LOCAL KNOWLEDGE
Ron Keenan & Trevor Davisson
FOUNDER
French chemist Eugene Schueller
EARLY L’OREAL MARKETS
THE MOVE WESTFrancois Dalle named CEO in 1957psychographic & psychological profiles
1950’S L’OREAL MARKET
GLOBAL BRANDSir Lindsay Owen-Jones 5 core business technologies
hair colorhair care
skin carecosmeticsfragrances
LATE 1990’S L’OREAL MARKETS
BRAND DIVERSITYmarketing team for each respective brand
placing brands in specific markets (department stores, mass retailer, etc)
strict pricing designation (low, mid & high)
CELEBRITY ENDORSEMENTS
NIKE
TRADITIONAL MARKETING TO DIGITAL MARKETING
small online initiatives
not ready to move yet
aware the future is online
SOCIAL MEDIA FOOTPRINT2 million likes L’Oreal USA
121,000 twitter followers L’Oreal USA
54,000 Instagram followers
2 BILLION DAILY USERS BY 2020?
depending on the estimate (7.5B or 8B)
L’Oreal would need 25% to 26% of the world’s population using cosmetics
with 93% of their revenue coming from cosmetics
HAVE A NICE DAY