L’Oreal: Global Brand, Local Knowledge

L’Oreal: Global Brand, Local Knowledge

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Publication Date:
June 08, 2011

Industry:
Retail & Consumer Goods

Source:
Harvard Business School

Worldwide, and in the U.S. marketplace in particular, the French cachet of L’Oréal was one of its most powerful marketing tools. However, with the opening up of emerging markets, L’Oréal had to cater to a diverse customer base: an aging population in the West, ethnic groups, aspiring and younger customers in the East, emerging markets, and growing interest in health and beauty care among men all over the world. Employing both traditional and innovative marketing techniques, L’Oréal worked to double its customer base to two billion by 2020 and increase to half from a third its share of sales from emerging markets.

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L’Oreal: Global Brand, Local Knowledge

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