L’Oreal of Paris: Bringing “Class to Mass” with Plenitude
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Publication Date:
August 08, 2002
Industry:
Retail & Consumer Goods
Source:
Harvard Business School
L’Oreal’s strategy is to “trickle down” technology over time from high-end outlets like department stores to mass-markets, such as drugstores. The mass market brand Plenitude has become the market leader in France, but even eight years after introduction in the United States, the product continues to lose money. The case presents qualitative market research data to enable students to diagnose the problem and develop an action plan. Includes color exhibits.
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L’Oreal of Paris: Bringing “Class to Mass” with Plenitude
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