Source : Wikipédia, Fichier: L’Oréal logo.svg
Difference and diversity. These two words define the entire branding strategy implemented by l’Oréal. Their moto? It is in differences that we find beauty. This international group has been able to develop itself on the cosmetic market and more specifically on the skin care market with many sub-brands divided in four different divisions: professional products, mass market products, luxury products and finally active cosmetics. From dermatologically tested and high-priced skin care products only available in pharmacies (La Roche-Posay, Vichy, Sanoflore…) to more affordable ones (L’Oréal Paris, Mixa, Garnier…) available on retailers’ shelves such as Carrefour, the brand has been able to cover a large share of consumers. Its branding strategy has allowed the group to build an international empire for all kind of budget ranges, cultural and age differences. Therefore, L’Oréal has been marching on the top step of the podium in the skin care market race for several years now.
Each sub-brand represents a target of the l’Oréal brand and therefore everyone can find their perfect match. They build strong individual identities through their products and how they promote them. Sometimes they are endorsed by famous celebrities that consumers can relate to, other times they are exclusively promoted on printed advertisements in the pharmacies. I mean, who has never seen Eva Longoria appearing in a TV commercial promoting a skin care cream for l’Oréal Paris? Clearly, it is a totally different way to promote its products if we compare it to what Sanoflore or La Roche-Posay do for their products. One tries to “bombard” us with TV commercials with celebrities while the other one wants to show how professional and linked to the medical world it is, giving the consumer a sort of guarantee on products ‘quality and effectiveness.
Always conveying this diversity and accessibility message, it has recently gone beyond with its promotion when L’Oréal organized the first open show in Paris on La Seine last September 30st. This innovative way of promoting the brand has allowed all its consumers to attend the Paris Fashion Week for one day, erasing the exclusivity that fashion shows can actually represent. With this branding strategy L’Oréal really wishes to reach the largest part of the skin care market which is so far, undoubtedly, a real success.
References:
L’Oréal Official Website retrieved from https://www.loreal.fr/
Marie Bladt (September 13, 2018) “L’Oréal Paris organise un défilé sur la Seine pendant la Fashion Week de Paris”, Vogue (Online), retrieved from https://www.vogue.fr/beaute/buzz-du-jour/articles/loreal-paris-organise-un-defile-sur-la-seine-pendant-la-fashion-week-de-paris-beaute-fashion-week-paris-show-mannequins/68613
“Chiffre d’affaire des premières entreprises cosmétiques au niveau mondial en 2014 et 2016 (en milliard de dollars des Etats-Unis)”, Statista (Online), retrieved from https://fr.statista.com/statistiques/504680/chiffre-affaires-principales-entreprises-cosmetiques-monde/?fbclid=IwAR0liDIwuYdYPJxpuV0nTFXpeTG7JfyNNuv652lZoqhMJ6d9rY0bklcY3UE
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