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1HistoryofL'OREAL

Marketstrategy-Product-Starendorsement-Publicrelations

2THEHISTORY3In1909,youngchemistandnaturalentrepreneurEugèneSchuellersetsupthecompanythatwilllaterbecomeL’Oréal.1900-1950-Firststeps:themodeltakesshape4Everythingbeginswithoneofthefirsthairdyes,whichhedesigns,producesandsellstohairdressersinParis.ThemoveforgesthefirstlinkinthechainthatistobecomeL’Oréal“DNA”:usingresearchandinnovationtoenhancebeauty.1900-1950-Firststeps:themodeltakesshape5Thesearetheformativeyearsof“LeGrandL’Oréal”.AttheinstigationofChairmanFran?oisDalle,theGroupstartstoexpandinternationally.Acquisitionsofstrategicbrandsmarkthebeginningofaperiodofspectaculargrowthforthecompany.Emblematicproductscomeintobeing.Thecompanymottois“Savoirsaisircequicommence”(seizenewopportunities).1957-1983-L’Oréalontheroadtogreatness6ThesetwelveyearsaremarkedbyagreatperiodofgrowthforL'Oréal,mainlydrivenbythesignificantinvestmentsmadebythegroupinthefieldofresearch.Alongsidetheseeffortsarestrategicproductlaunchesthatnotonlymakehistory,butalsosucceedinstrengtheningtheGroup’sbrandimage.In1988,Fran?oisDalle'ssuccessor,theresearchanddevelopmentpioneerCharlesZviak,handsoverthereinsofthecompanytoLindsayOwen-Jones,atrulyoutstandingdirector.Underhismanagement,theGroupwouldcompletelychangeinscopetobecometheworldleaderincosmeticsthroughtheworldwidepresenceofitsbrandsandstrategicacquisitions.1984-2000-Becomingnumberoneinthebeautyindustry71985“PalomaPicasso”thefragranceofanextraordinarywomanPalomaPicasso,fashionandjewellerydesigner,daughterofasymbolicfigureandherselfacharismaticspokeswomanofthe80s.Shegivesthefragrancehername,designsthebottle,selectsitscomposition–aheady,distinguishedchypré–andwrapsitinred,hersignaturecolour,unimaginableatthetimeinperfumery.Shepullsitoffmasterfully:thebrandisaninstantsuccessthroughouttheworld.8Withaportfolioofpowerful,internationalbrands,L’Oréalentersthe21stcenturybyembracingdiversityinitsglobalgrowthagenda.Headedsince2006byChairmanLindsayOwen-Jones,andChiefExecutiveOfficerJean-PaulAgon,theGroupcontinuestomakenewacquisitionstocovertheworld’svariedcosmeticneeds,andtoundertakenewsociallyresponsibleinitiativesintheinterestsofsustainabledevelopmentforall.2001-presentday--Thediversityofbeautythroughouttheworld9MARKETSTRATEGY10歐萊雅讓世界更美好114P+2PproductPricepromotionPlacepublicrelationsUsenewsmediapowerQualityfunctionstylebrandpackaging2.DifferentpriceleversTrialactivitiesExperienceactivitiesBuygiveStarsignthesalesAds(Starendorsement)ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.PoliticalPoweragoodrelationshipwithgovernment12Product13BrandsofL'OREAL14First-linebrandSecond-linebrandThird-linebrand15skincareproductsforgirls

16skincareproductsforboys

17make-upproducts18Starendorsement1920212223Publicalrelations242003TheResearchInstituteforEthnicSkinandHairopensinChicago(USA)

2003TheResearch

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