Loreal

In India since 1997

HQ : Clichy, France
Worlds largest cosmetics company
Philosophy : Innovate and Offer Top performing
products at great prices to the greatest number
of consumers

Financial Highlights

Consolidated Sales (2013) : 22.98 Billion Euros

Operating Profit (2013) : 17% of sales

624 patents filed in 2013

Marketing moving to digital (Youtube, Facebook)

in a big way
MD India : Jean-Christophe Letellier
28 international brands
130 countries, 77451 employees

39.8% consolidated sales from new markets incl.

Asia Pacific (20.6%), Latin Am, Eastern Europe,
Africa & Middle East

Product Mix
International Brands - L'Oreal Paris, Garnier, Maybelline NewYork, Softsheen.Carson, Vichy, L'Oreal Professionnal, Kerastase,
Redken, Matrix, Inneov, Lancome, Biotherm, Helena Rubinstein, Kiehl's, Shu Uemura, Giorgio Armani Beauty, Diesel and
SkinCeuticals among others.
Loreal India
Professional
Products

Loreal Group

Consumer
Products

The Body Shop

Loreal
Professional

Products for the Salon

Loreal Paris

SkinCare, Make Up, Hair Colour, HairCare

Garnier

Hair Care, Styling, Hair Color, Face Care, Body Care, Sun
Protection

Maybelline New
York

Face, Eyes, Lips, Nail

Bath & Body, Skin Care, Hair, Make Up, Fragrance

1.

Loreal Professionel
a. Ambassador : Kirsten Dunst (Spiderman actress fashion sense, strong personality, professionalism,
commitment to excellence reasons for choosing her)
b. Brand Promise : Our heart beats to the rhythm of fashion, We celebrate artisanal excellence, We demand
the best from innovation, We believe that sharing leads to progress, We commit to success together, We
reveal everyones unique beauty

2.

Loreal Paris upmarket cosmetics

a. Ambassadors : Aishwarya Rai past 12 years (timeless beauty), Freida Pinto (worldwide appeal), Sonam Kapoor
(youth appeal), Katrina Kapoor (newest addition Jan 2014, Bollywood appeal)
b. Tagline : Because youre worth it. Written in 1973 during heights of social reform and feminism. It stands for
self-confidence, decision & style. Alludes to Loreals celebration of women.
c. Famous Brands : Total Repair 5 (shampoo), Kajal Magique (popular & new eyeliner brand), Casting Crme Gloss
& Excellence Crme (haircolor), Lor Lumiere (lipcolor recently launched The Cannes 2014 Collection), White
Perfect (fairness products)

3.

Garnier mass market cosmetics

a.

b.
c.
d.

Ambassadors : Alia Bhatt (Garnier Fructis youth appeal), John Abraham (Garnier Oil Clear active lifestyle
appeal), Sushant Singh (Garnier Acno Fight Bollywood new face appeal), Karishma Kapoor (Colour Naturals
Hair Color connects with todays 30yr old woman)
Tagline : Take Care. Garnier.
Logo : We decided to use the three circles (green, orange and pink) which follow the Garnier logo to represent
take care of yourself, take care of those around you and take care of the environment.
Famous Brands : Fructis (unisex shampoos), Fructis (styling gels for men), Color Naturals (haircolor), BB Cream
(BB beauty benefit all inclusive beauty regime cream for women), Body Cocoon (moisturiser), Ambre Solaire
(sunscreen)

4.

Maybelline New York for the youth of today

a. Ambassadors : Alia Bhatt (youth appeal)
b. Tagline : Maybe shes born with it. Maybe its Maybelline. Alludes to natural beauty and that using Maybelline
makes make up look natural therefore, people think the user is naturally beautiful consistent with womens
needs today, which is to look as natural as possible.
c. Famous Brands : Colossal Kajal (eyeliner - 12hr smudge free promise), Color Show (nailpaint new Glitter Mania
released), Lip Polish (lipcolor), BabyLips (lip moisturiser & gloss)

5.

The Body Shop

a. Ambassadors : Jacqueline Fernandez (bollywood, youth sex appeal)
b. Brand Promise : Natural ingredients, ethically produced, sensual experience for all senses (touch, sight, smell)
c. Tagline : Love Your Body (later started a customer loyalty program with same name), Beauty with Heart
d. Values : Support Community Fair Trade, Defend Human Rights, Against Animal Testing, Activate Self-Esteem, and
Protect Our Planet

CSR Initiatives Commitment to Female Empowerment

1.
2.
3.
4.

Women of Worth - recognizes the achievements of real women who embody the spirit of the LOral brandwomen
who possess self-confidence and committed to distinguishing their own lives by making a difference in others lives
Women in Need - series of workshops designed to promote self-esteem and teach independent living skills to women
living in Women in Need shelters
Hope begins with you - LOral Paris has been fundraising for ovarian cancer research and awareness since 1997.
Since then, the company has helped raise more than $20 million for life-saving research.
PowerLight A Village Garnier Men movement aimed at accelerating electrification of villages provide every
household with 1 solar lamp, 1 solar tube light and 1 solar panel

L'Oral uses brand segmentation to drive growth (nice write up in Niches profiles read from there short summary below)
Mid-and lower-tier mass brands L'Oral Paris and Garnier share the same retailing space in Western markets but the
distinctions are made on the basis of price and product offerings. L'Oral uses Garnier to reach low-income consumers in
emerging markets, while L'Oral Paris is reserved for urban consumers. For premium and mid-tier brands, it launched more
targeted products, while for mass brands such as Garnier the focus has been on multifunctionality.
Loreals Digital Marketing Footprint
There'd be more digital activity for the likes of Maybelline and Garnier Men given the people targeted therein are completely
wired. Maybe not so much for brands in the haircare category. The current focus is on creating online content around the
recent surge in the consumer shift towards doing research online. Which means more 'How to' videos.
Why Loreal?

Entrepreneurial Culture, People Oriented

International Opportunities chance to work with
multicultural organisation
Focus on Women Empowerment

Experience. Education. Exposure approach to

career development
Multiple Brands offer multiple challenges
st
61 (out of 1200) in Indias Most Trusted Brands