Marketing analysis of Helena Rubinstein

Résumé du document

L'Oreal is the leader of cosmetics in the World with a turnover of 19 496 million of euros in 2010. L'Oreal has four-divisions/ branch: Active cosmetics, Professional products, consumer products and Luxury products. We have decided to study a brand of Luxury branch of L'Oreal: Helena Rubinstein.

Helena Rubinstein is not only a brand, it's a woman, who is the designer of mascara waterproof in 1939; Most of its products (skin care, make up and perfume) are specialized in anti-ageing. L'Oreal bought Helena Rubinstein (HR) in 1988. Today, HR is embodying by Demi Moore, who is its muse. HR is sold in many countries, particularly in Europe and in Asia.

The growth of the market of cosmetics: Sales progressed of 3 % in 2010 in France and have reached 2,84 billion euros. The average spending of hygiene beauty of 40 years and more is important and increase with the age: the anti-ageing product is thus a positioning with great potential. The part of emerging countries in the world market of cosmetics increases more and more: Russia, India or still China represent today an important turnover.

Extraits

[...] Consequently, Helena Rubinstein adopts her strategy according to the country. But she adopt only when it's necessary (geocentric orientation). Indeed, she adopts her strategy only in Asia. Factors, which impact this strategy, are: the skin colour of customers, the need of customer (According to the social and cultural environments). Helena Rubinstein meets problems with the political and the legal environments so as to launch new products, particularly, in China, because in this country it's necessary to wait at least one year before launching a product, as there are many legal procedures. [...]

[...] We have decided to study a brand of Luxury branch of L'Oreal: Helena Rubinstein. Helena Rubinstein is not only a brand, it's a woman, who is the designer of mascara waterproof in 1939; Most of its products (skin care, make up and perfume) are specialized in anti-ageing. L'Oreal bought Helena Rubinstein in 1988. Today, HR is embodying by Demi Moore, who is its muse. HR is sold in many countries, particularly in Europe and in Asia. I. Company Strenghts and Weaknesses A. [...]

[...] HR wants to sell its products to wealthy people. We can see HR sells its products in the Europe the same price, but in Asia it's more expensive, so we can suppose that HR adapted its pricing. In Asia, Helena Rubinstein has a high awareness, it's a luxury brand whereas in Europe, HR is least desirable, and so the price is lower. The price of the LASH QUEEN in China 480 = In France Yet, this difference is maybe because of currency fluctuations, indeed, perhaps the brand has fixed its price so as to its stay the same in each country, so they have chosen a change rate at given time. [...]

[...] We can notice that HR has adopted family brand name for its “best-sellers”, in fact for the lips, the name is Wanted (Wanted gloss, Wanted Rouge), for the eyes, it's “Lash Queen”, and for the foundation it's in the most of case “color clone”. Lips: In the family of lips, it's the same products in every country. Indeed every woman has the same lips, so Helena Rubinstein has decided to develop the same product with the same ingredients. However, we can notice that Helena Rubinstein develops different shades according to the country. [...]

[...] However, on the Spain's ads, the subtitle is translated. They use too public relations, in magazine there are news releases press conference, article . The International marketing director during the latest conference press in November 2011 to presents the new Prodigy and announces its 110th anniversary. HR communicates also thanks to telecommunications: they occupy an important place on social networks; indeed they have created a page, on which they give information on the news products, on the firm, there are often games. [...]