marketing project for l'oreal
TRANSCRIPT
L'ORÉALBegüm Çeliktutan Yavuz Selim Elmas
Mission: Beauty for all■ Beauty is a language■ Beauty is universal■ Beauty is a science■ Beauty is a commitment■ L’Oréal, offering beauty for all
Brands
L'Oréal's Worldwide Performances in 2014 by
Geographic Zone
Competition
SWOT ANALYSIS
STRENGTHS:■ Research and Innovation■ Diversified range of products■ Digitalization■ Leader in the growing
cosmetics industry■ High-end advertising adapting
to the culture of target audience
WEAKNESSES:■ Dynamic nature of cosmetic
industry■ Severe competition in
cosmetics industry■ Decentralized organizational
structure
SWOT ANALYSIS
OPPORTUNITIES:■ Strong demand in organic
products■ Global brand recognition■ Growing market■ Greater market share (the
numerous patents registered by the Company)
THREATS:■ Global economic crisis■ Changes in consumer
demands and preferences
L’Oréal Türkiye
■ Carry on business since 1980s■ Beauty products for both men and women
Consumer Products, L’Oréal Lux, Proffessional Products, Active Cosmetics ■ Geographic zone: Eastern Europe■ 21 brands, one of them is local (İpek)■ Employment for 10,000 people
L’Oréal Türkiye
■ One of the countries contributing most to L’Oréal’s global growth goal of 1billion customers
Fast growing middle classIncreasing usage rate in cosmeticsYoung populationIncreasing digitalizationIncreasing investmensEconomic potential
InVisible
Survey Outlinen= 115Average age = 24.07 Sincerity of the participants is carefully examinedMakeup patterns / makeup productsthings that affects their makeup such as; societal, cultural and religious values
Data suggests thatWomen prefer natural make upWomen prefer natural outlook
Women think make up is harmful for their skin
■ 24/ 114 clearly claim that they are not doing make up ■ However, only 5 of that 24 women actually are not wearing any kind of make up.■ The remaining 19 of them are using at least two make ups,■ These 24 /24 also defines themselves as believers, having a faith
Their answers
■ My make up is only for the spots in my face, if I used powder,lipstick,eye kohl, mascara, then you could name that as my make up
■ I do not wear any makeup, if I do, I just use mascara
■ ‘I am sinner, I am aware of that’
■ ‘Eventhough it is contradictinh with my beliefs, unfortunately I am doing it’
Data suggests thatConservative women generally thinks that make up is contradicting with their beliefs, however they couldn’t help themselves to stop it. They try to overcome this contradiction by trying to achive natural look.
For those who wants natural makeup
For those who wants natural outlook
and
For those who would like to wear makeup but not feeling herself contradicting with her values
We have created L’oreal InVisibleMinimize harm to skin
Natural, organiz ingredients
Color palet of matt and soft tones
Makeup set that shows itself much less than any other makeup products
Pricing
42 TL 35 %
Plus standard methods
Instagram Trendsetters
Secret Tagging Approach
Natural Make Up Flipagram Videos
Natural Make Up Training
Place ■ Highly sophisticated supply chain which covers all information flows
and end-to-end physical flows
■ Revamped information systems to the highes accuracy
■ The traditional channels; selective, mass market, pharmacies and hair salons
■ Distribution is now omni-channel with e-commerce and a multitude of points of sale