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• The growing competition in the cosmetics field •The instability of customers’
• Potential of the targeted markets is huge.
preferences • Local brands making joint venture with competitors, or international competitors making acquisitions • L’Oreal itself has too many brands that it’s hard to focus resources
• Decentralized organizational structure makes it difficult tቤተ መጻሕፍቲ ባይዱ control and coordinate globally, especially when dealing with brand image
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• Investment in research and development, which enables continuing product innovation • Scale economy in packaging and advertising • Reputation for quality
- 1984-2000 : Become number one in the beauty industry –
These twelve years are marked by a great period of growth for L'Oréal, mainly driven by the significant investments made by the group in the field of research. Alongside these efforts are strategic product launches that not only make history, but also succeed in strengthening the Group’s brand image. François Dalle's successor, the research and development pioneer Charles Zviak, hands over the reins of the company to Lindsay Owen-Jones, a truly outstanding director. Under his management, the Group would completely change in scope to become the world leader in cosmetics through the worldwide presence of its brands and strategic acquisitions.
steps, constructing a model –
In 1909, Eugène Schueller, a young chemist with an entrepreneurial spirit, founded the company that was to become the L’Oréal group. It all began with one of the first hair dyes that he formulated, manufactured and sold to Parisian hairdressers.
L'Oréal
IN
CHINA
P&G L'oreal Unileves Colgate Estee Laudes Avon Johnson&Johnson Shifeido co ltd Kao group others
Chnia cosmetics market in 2008
13% 51%
10%
L’Oréal around the world
L’Oréal is present in 130 countries on five continents. To be as close to its consumers as possible, the group establishes its expertise in all the major geographical zones
History
- 2001 - Present day : Diversity of Beauty worldwide –
There is no single type of beauty; it is a multiple-faceted quality framed by different ethnic origins, aspirations, and expectations that reflect the world’s intrinsic diversity. With a portfolio of powerful, international brands, L’Oréal enters the 21st century by embracing diversity in its global growth agenda. Headed since 2006 by Chairman Lindsay Owen-Jones, and Chief Executive Officer Jean-Paul Agon, the Group continues to make new acquisitions to cover the world’s varied cosmetic needs, and to undertake new socially responsible initiatives in the interests of sustainable development for all.
History
- 1957-1983 : "On the road to the Grand L'Oréal These are the formative years of “Le Grand L’Oréal”. At the instigation of Chairman François Dalle, the Group starts to expand internationally. Acquisitions of strategic brands mark the beginning of a period of spectacular growth for the company. Emblematic products come into being. The company motto is “Savoir saisir ce qui commence” (seize new opportunities)
201253350005 洪晶珠
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Company Overview
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L’Oréal in China
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L’Oréal SWOT
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L’Oréal Careers
L'Oreal is cosmetic company started from France.
After founding the company in 1909, L'Oreal became the world's largest cosmetics and beauty company. Concentrating on hair colour, skin care, sun protection, make-up, perfumes and hair care, the company is active in the dermatological, tissue engineering and pharmaceutical fields and is the top nanotechnology patent-holder in the United States.
• Lack products for below average people
• Profit margins are slightly below some of its smaller rivals • Less focused on daily consumer goods such as shampoo
History
L'Oréal
IN
CHINA
In the China market, L‘Oréal Group provides most of above brands and took over Chinese brands Yuexi and Little Nurse to enter the lower end market. The targeted group is varied from high consuming rich to the general public. In the year 2008, L’Oréal Group has realized sales of 6.952 billion Yuan in China and was growing at the rate of 27.7% compared to the same period last year. Brand such as Maybelline Even aims at providing something that every Chinese woman should be able to have and would like to have.
