L'Oreal: communication and advertising strategy

Résumé du document

L'Oréal has been one of the most reputed brands in the cosmetics field. The brand has made its presence felt in more than 100 countries, thanks to its numerous acquisitions worldwide. With several brands in its kitty, L'Oréal has carved a niche for itself with its unique strategies and stands out from the other cosmetics brands.

The L'Oréal group develops several important communication campaigns every year that underline the ability and the growth of the group. It is omnipresent across several media channels and the constant presence enables the brand to retain its reigning position in the market despite stiff competition from numerous cosmetic brands.

Extraits

[...] L'Oréal uses ambassadresses to present the brand image. It explains that the brand is able to adapt its communication according to countries and local models of beauty. Finally, we can underline the capacity of the group to invest new form of supports for its communication campaigns. For several years, studies show that the Internet became a real powerful support for communication. That's the reason why L'Oréal decided to invest in this new media to be sure to retain its foremost position in the market. [...]

[...] This space is friendly and playful, with very attractive visuals. In fact, it was the ideal tool to tell the story and portray the identity of the product by inciting young ladies to purchase it. By offering to the Internet users the possibility of downloading their photos to discover the result of an application, L'Oréal Paris created a real community where people could talk about their lifestyles. The Internet also proved to be an ideal support for games and competitions that were organized in various countries, among others in France and in Great Britain. [...]

[...] The advertisements of the brand Garnier reveal another target. Its advertisements stage a trendy and natural ambience and often sports young people, based on pop music and rock which set the tone and the identity of the brand. We thus notice that the group L'Oréal includes some different lifestyles which are based in each of these advertisements. Through these three examples, the three dimensions of the society are highlighted through the luxury of Paris (L'Oréal Paris), the city-dweller tendency (Maybelline NY) and the fashionable nature (Garnier). [...]

[...] To develop this type of product, L'Oréal set up an adapted communication which corresponds to the expectations of young girls. In fact, the aim of the group was to seduce and convince girls between 18 and 25 years old about the quality and the innovation of this new product. To launch this product, L'Oreal developed an original and fashion communication campaign to settle the identity of the product. In terms of coloration, “Color Pulse” valorised the proximity with some different action such as: - street marketing - communication at school - sponsoring current TV programs just like the French Star Academy The Internet proved to be a very important and very advantageous medium for the group. [...]

[...] For L'Oréal Paris, the choice to associate the brand to a famous person was not harmless in the strategy. Since 1999, L'Oréal Paris had coordinated with numerous stars with a strong international fame for the promotion of its products. The purpose was clear: it was a question of supporting the quality of products by showing to the world that famous stars have already chosen this product rather than any other brand. Furthermore, we note that the mythical slogan "Because I'm worth it" has been transformed and is known as "Because you're worth it Another form of strategy, in the words of Claudia Schiffer, too you're worth incited consumers to buy the product. [...]