L’ O R E A L

L’ O R E A L
L’OREAL
B E C A U S E Y O U ’ R E W O R T H I T

L’ O R E A L
L’ O R E A L
 about
L’Oreal is one of the leading beauty and cosmetic
companies in the world with well – segmented products
offering in 150 countries. It is a renowned French
cosmetics and beauty company, founded in 1909. Their
expensive product line includes skincare, haircare,
makeup, and fragnances, catering to a diverse global
audience . The brand famous slogan, “Because You’re
Worth It,” reflects their mission to empower individuals
and boost self-confidence through beauty. L'Oréal's
sustainability initiatives and environmental
responsibility efforts, including ambitious carbon
neutrality goals and ethical sourcing practices, highlight
its dedication to a more eco-conscious future. With a
track record of financial success, L'Oréal remains a
powerful and influential player in the global beauty and
cosmetics landscape.

Present CEO – Nicolas Hieronimus

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 Company’s target
L’Oreal Paris has targeted the young and modern market by changing the
face of beauty marketing through integration of traditional and digital media.

THEN NOW

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 LOREAL PRODUCTS
1. Hair Care 2. sKin care 3. Hair colour

4. Makeup 5. fragRance

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 Marketing
MIX
Price
L'Oréal always brings about
innovations across their various
product divisions thereby
penetrating the market with
different price levels. The
pricing strategy in the marketing
mix of L'Oréal is based on
premium pricing, competition,
geography served and product
demand.
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Product
L'Oréal has a wide portfolio of
brands under them. Under these
product divisions L'Oréal have
products like eye-liner, mascara,
nail polish, lipstick, foundation,
concealer, hair color, hair care,
shampoos, conditioner, serum
etc.
Place
Based on their different product
divisions their products are made
available to the customers
worldwide. L'Oréal also makes sure
they have vast distribution networks
to enable a strong market
presence. L'Oréal has grown and is
now present in 150 countries and
more.
Promotion
L'Oréal being an international brand
has its promotions done at various
levels in different countries. They
also have a very strong ad slogan
“Because we’re Worth It” with a
strong message to attract
customers. The brand has an
aggressive marketing mix
promotional strategy.
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 COMPETITORS
1.Revlon 2. Lotus 3. Lakme

L'Oréal faces competition from a diverse range of companies in the beauty and
cosmetics industry.

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 P R O B L E M FA C E D B Y L O R E A L
Problem:- Negative Public Perception Due to Sustainability Concerns
L'Oréal faced a significant challenge of negative public perception due to sustainability concerns within the
beauty industry. L'Oréal's manufacturing processes, packaging choices, and sourcing of ingredients came
under scrutiny, leading to accusations of contributing to environmental harm.
IMPACT
 Damage to Brand Image:- Negative perceptions about sustainability practices can tarnish L'Oréal's brand
image, eroding consumer trust and loyalty.
 Reduced Market Share:- Increasing consumer preference for sustainable brands might lead to a decline in
market share if L'Oréal is perceived as not aligning with these values.
 Plastic Waste: L'Oréal's extensive product range results in significant plastic waste, and consumers are
demanding more sustainable packaging solutions.
 Greenwashing Accusations: Critics claim that L'Oréal's sustainability initiatives are more about marketing
than meaningful change, leading to accusations of greenwashing.
 Media Scrutiny:- Heightened public awareness could attract media attention, intensifying the focus on
L'Oréal's environmental impact and potentially amplifying negative messaging.

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 EFFECTIVE SOLUTION
L'Oréal implemented strategies to address sustainability concerns and improve its public perception :-
 Sustainable Sourcing:- L'Oréal prioritized sourcing ingredients responsibly, focusing on ethical
and sustainable practices that minimized negative environmental impacts.
 Eco-Friendly Packaging:- The company explored eco-friendly packaging alternatives, reducing
plastic use and opting for recyclable or biodegradable materials.
 Green Marketing Campaigns:- L'Oréal launched marketing campaigns highlighting its
sustainable efforts, showcasing how the brand was actively addressing environmental concerns.
 Transparency and Communication:- L'Oréal increased transparency by openly sharing
information about its sustainability initiatives and progress. This helped rebuild trust and
demonstrated a commitment to change.
 Authentic Communication: L'Oréal takes steps to communicate its sustainability efforts
transparently. It avoids greenwashing by providing clear, verifiable data on its environmental
initiatives and progress.

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 RESULTS
L'Oréal's efforts to address sustainability concerns resulted in positive outcomes:-

 Enhanced Brand Reputation:- The company's sustainable practices and transparency efforts
improved its brand image, positioning L'Oréal as a responsible and ethical brand.
 Consumer Loyalty:- By aligning with consumers' sustainability values, L'Oréal increased loyalty
among environmentally conscious customers.
 Market Differentiation:- The company set itself apart from competitors by showcasing its
commitment to sustainability, attracting consumers who prioritize eco-friendly brands.
 Media Favorability:- L'Oréal's proactive stance on sustainability garnered positive media
coverage, shifting the narrative from criticism to commendation.
 Consumer Education: L'Oréal launches an educational campaign to inform consumers about the
importance of sustainable beauty choices and how they can contribute.

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 MARKET IMPLICATIONS
L'Oréal's case of addressing sustainability concerns demonstrates the vital role of
responsible marketing in shaping public perception:-
1. Authenticity:- Authentic sustainability initiatives backed by concrete actions are crucial for
establishing trust and credibility.
2. Transparency:- Openly sharing information about sustainability practices and progress helps
build a positive public perception.
3. Aligning with Values:- Brands that align with consumers' values and address their concerns stand
to gain both market share and loyalty.
4. Educational Campaigns:- Marketing campaigns highlighting sustainability efforts educate
consumers and encourage them to make informed choices.

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Thank
thank
Thank
you
You TEAM MEMBERS :-

You Aman Ahuja

Shama Minhas
Nidhi Kumari

You
Chippala Naveen
Abdul Basit