Student Information (For group assignment, please state names of Grade/Marks

all members)
Name ID

PHAM THANH DUY E1900299

HA CONG THAI E1900254

TANG THI ANH HONG E1900306

LE VAN THANH E1900269

TRAN THI NHU QUYNH E1900314

Module/Subject Information Office

Acknowledgement
Module/Subject Code MKT 101
Module/Subject Name Principles of Marketing
Lecturer/Tutor/Facilitator Ths. Ninh Đức Cúc Nhật
Due Date 11th May, 2021
Assignment Title/Topic ASSIGNMENT GROUP
Intake (where applicable) UFM
Word Count 4500 Date/Time

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Signature: thanhduyphm1@gmail.com Date: 11th May, 2021

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 Feedback/Comments*
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Topic:
Prepare a marketing plan of an existing product or service from the beauty and
personal care industry in vietnam.

3
INDIVIDUAL FEEDBACK REPORT
Member 1:

Member’s Name & Work Done Signature

ID
Name : PHAM - 4Ps Marketing strategies thanhduyphm1@gmail.com
THANH DUY  - To sum assignment
ID: E1900299 - References

In the end, I read books and visit a variety of blogs, and look for new approaches and concepts and
combine them cleverly with the study from my staff. In addition, I have a better understanding of
how to strategize with the marketing mix, and it will help me a lot in my upcoming internship.

Member 2:

Member’s Name & ID Work Done Signature

Name : LE VAN THANH  SWOT analysis levanthanh29@gmail.com
ID : E1900269 - Strength
- Weak

I'm searching for knowledge in the internet; I also ask a few people how they think and feel
about L’Oréal, how they feel pleased with L’Oréal marketing tactics, so I understand the
differences so I can examine them and show them how they affect them.

Member 3:

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 Member’s Name & ID Work Done Signature
Name : HA CONG THAI - Swot Analysis hacongthai2507@gmail.com
 ID: E1900254 + Opportunities
+ Threat

I have completed the work through lessons and further online studying, reading and
collaborating with the community. It helped me how to know clearly about SWOT, from it
i can know some suitable strategies to improve company

Member 4:

Member’s Name & ID Work Done Signature

Name : TANG THI ANH -Introduction tangthianhhong98@gmail.com
HONG -Conclusion
ID : E1900306

I have fulfilled the task by teaching and studying more online, reading and collaborating
with the community. It helped me to consider brand tactics and management for a better
firm through the above post.

Member 5:

Member’s Name & ID Work Done Signature

Name : TRAN THI NHU QUYNH -STP analysis tranthinhuquynh@gmail.com
ID : E1900314

I've finished the challenge with classes taught and studied more online, reading and
collaborating with the community. It helped me to grasp the marketing policies and
strategies of a successful organization with the following report.

TABLE OF CONTENTS:
I. INTRODUCTION:..........................................................................................................................................7
II. BODY:.................................................................................................................................................................7
1. SWOT ANALYSIS OF L’ORÉAL CREAM:..........................................................................................................7

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 - Strength in the SWOT analysis of L'Oreal:..................................................................................................7
- Weakness in the SWOT analysis of L'Oreal:................................................................................................8
- Opportunities in the SWOT analysis of L'Oreal:..........................................................................................9
- Threats in the SWOT analysis of L'Oreal:....................................................................................................9
2. SEGMENTATION, TARGETING & POSITIONING STRATEGY OF L’ORÉAL:........................................................10
2.1. Segmentation of L'Oreal:.......................................................................................................................10
 Customer psychology:......................................................................................................................10
 Gender segmentation:......................................................................................................................10
 Income segmentation:......................................................................................................................10
 Psychographic segmentation:..........................................................................................................10
 Aged segmentation:..........................................................................................................................10
2.2. L'Oreal’s targeting:...............................................................................................................................11
2.3. L'Oreal’s position:.................................................................................................................................11
- Products:.................................................................................................................................................11
- Customers:..............................................................................................................................................12
- Competitors:...........................................................................................................................................13
3. MARKETING MIX 4PS STRATEGIES OF L’ORÉAL CREAM:..............................................................................14
3.1. Product:.................................................................................................................................................14
3.1.1. Definition:.......................................................................................................................................14
3.1.2. Strategy of L’Oréal White Perfect Day – Night Cream:.................................................................15
3.1.2.1. Packaging:...............................................................................................................................15
- Transport and consume product:....................................................................................................15
- Containt protect product:...............................................................................................................15
-Store product:..................................................................................................................................15
3.1.2.2. Branding:.................................................................................................................................16
Slogan of L’ORÉAL: “Because You’Re Worth It”.............................................................................16
3.1.2.3. Product attributes:....................................................................................................................16
3.1.2.4. Product support service:..........................................................................................................17
3.1.2.5. Labeling:..................................................................................................................................17
3.2. Price:......................................................................................................................................................18
3.2.1. Definition:.......................................................................................................................................18
3.2.2. Pricing strategies of L’Oréal Cream:..............................................................................................18
-Pricing based on customer file:.......................................................................................................19
3.3. Place & Distribution:.............................................................................................................................19
3.3.1. Definition:.......................................................................................................................................19
3.3.2. Distribution strategy of L’Oréal:.....................................................................................................20
3.4. Promotion:.............................................................................................................................................20
3.4.1. Definition:.......................................................................................................................................20
3.4.2. Promotional strategy of L’Oréal:....................................................................................................21
III. CONCLUSION:...............................................................................................................................................22
IV. REFERENCES:...............................................................................................................................................22

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 I. INTRODUCTION:
On the global scale, the personal care products industry plays an important role. The beauty industry
nowadays is not only mainstream, but also regarded as one of
the best industries in which to start a company. French is
famed for their good looks, and the country's multibillion-euro
beauty industry is most likely a reason. L'Oréal S.A. is a
French personal care company with a registered office in Paris
and headquarters in Clichy, Hauts-de-Seine. It is the world's
largest cosmetics firm, with operations in the fields of hair
color, skin care, sun protection, make-up, perfume, and hair
Figure 1: L'Oréal S.A.’s logo
care. According to the results of a new report by M. Ridder on
Source: loreal-paris.com.sg
statista.com, the most common segment was skincare, which
accounted for around 39% of the global market. It is expected to continue to be the most lucrative
commodity group. Asia Pacific was the industry leader in 2018, accounting for about 40% of the global
market. Vietnam is also a fertile market for international cosmetics brands. Established in 2007, L'Oréal
Vietnam is a subsidiary of the L'Oréal Group. Currently, L'Oréal is a leading company in the field of beauty
products in Vietnam. L'Oréal Vietnam's products are available throughout the country thanks to a
diversified distribution network including supermarkets, pharmacies, hair salons and thriving e-commerce
sites.
This study mainly discusses the skincare products of L'Oréal as well as finds the success formula of
L'Oréal. This report begins by describing the industry and its major players, both new and old, as well as the
industry's scale and trends through the SWOT analysis, the segmentation, targeting and positioning strategy
for the product in Vietnam and the marketing mix strategies.
II. BODY:
1. SWOT Analysis of L’Oréal Cream:
- Strength in the SWOT analysis of L'Oreal:
+ Loreal products distributed are safe and benign, do not contain substances harmful to the skin or human
health. Before putting the product on the market, Loreal always performs test tests many times to ensure
that the product is safe for everyone to officially distribute for consumers to use. Therefore, up to now, there
have been no reported cases of allergy or irritation to L’oreal Paris products.
+ The lines of skincare and hair care products bring good effects to the user, helping users to own smooth
hair and natural soft pink and white skin. Its makeup line attracts users by its beautiful color tones and skin
grip.

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+ To ensure growth, L'Oréal built a global R&D division, a unique brand portfolio divided into four
categories, and a closed, supported industrial manufacturing process. Corporate functions such as
Administration & Finance, Digital, Human Resources, Media, and Corporate Responsibility.
+ With a portfolio of 6 international brands and 3 domestic brands appearing globally, providing customers
and hair stylists with better professional hair care products, experiences, and products, safer and more
sustainable.
Human Resources at L'Oréal employs more than 1,700 employees across 5 continents, providing expertise
on topics such as organizational effectiveness, employee engagement, payroll, staff consulting learning and
development, welfare, and acquisition of talent among others.
+ All the representative faces of the brand are Grade A stars, whose reputation has partly affirmed the
product quality.
+ Strict production process from selecting raw materials to bringing to the market. Always innovating
packaging and processes, sourcing, manufacturing, and supply chain. These jobs involve designing the most
innovative concepts, producing 7 billion units a year, and distributing to more than 500,000 delivery points
around the world. It is our high-quality system and dedicated team that make all of this possible.
- Weakness in the SWOT analysis of L'Oreal:
+ Too many sub-parts - Dealing with such a large operation is always fraught with problems and difficulties
and it is a similar case at L'oreal. The company has been known to be slow and cumbersome by nature due
to its many different sub-parts. Employee management is also a problem at L'oreal as the company has
nearly 60,000 employees. Thus, human capital spending is huge.
+ Lower rate of return - Higher investment in R&D, organic processes as well as large distribution costs
means L'oreal's margins are slightly lower than those of its competitors. However, although this is a
weakness, R&D has also brought L'oreal to become one of the leading brands in the beauty segment, so this
weakness has to be broken.
+ Because it is a popular product line on the market, counterfeit products are overflowing, making it
difficult for users to purchase. The counterfeit goods can even be sold at prices equal to or even higher than
the listed prices of genuine goods.
- Opportunities in the SWOT analysis of L'Oreal:
+ Demand potential – The market for personal care and beauty products is only going to grow in the future.
The planet is an oyster, and underdeveloped economies are sprouting up all over the place, creating new
markets. Exploring these newer markets would result in higher revenue for L'oreal in the long run than
remaining in saturated markets.
+ Product mix expansion – Which the number of product lines and adding new products to the mix would
result in a full product mix expansion, which will be a goal for L'oreal management as well.

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+ Demand for organic cosmetics is the as Peta and other animal rights advocates become more involved.
This demand is encouraging for companies like L'oreal, which has relied on organic research and
development since the beginning.
+ Body Shop Revival – Body Shop is in a recession and hasn't taken off as a retail outlet. The possibilities
have yet to be discovered. L'oreal will make the Body Shop the go-to place for people who want to dress up
by investing in the brand's rejuvenation. It has the potential to become a one-stop shop for all things bodily.
However, it must be resurrected in that direction.
- Threats in the SWOT analysis of L'Oreal:
+ The dynamic nature of the cosmetics industry – Keeping up with the times in the cosmetics industry is
challenging due to the constant demand for updation. The conundrum seems to be that you can't keep
everybody happy at the same time. Furthermore, the rivalry will not remain silent, and they will continue to
devise innovative strategies of their own. As a result, the cosmetics industry's competitive nature keeps the
brand on its toes.
+ Cash crunch – A company with too many sub-brands, such as L'oreal, must split the money it receives
into many separate segments. As a result, if the economy falters, the country will be in serious trouble. In
one nation or another, economic difficulties still occur, and as a result, cash inflow from that country ceases.
This disrupts the overall cash flow and makes working capital management challenges. However, the
economy as a whole, for both European and Asian nations, is in poor shape. This has put the business in a
cash pinch, and danger looms if the economy continues to tank.

2. Segmentation, targeting & positioning strategy of L’Oréal:

2.1. Segmentation of L'Oreal:
 Customer psychology:
Has engaged in many forms of market segmentation in their venture in Vietnam with different variables at
different times.
 Gender segmentation:
L'Oreal products were classified by the majority of consumers by gender for the first time. L'Oreal's product
quality is considered to be a combination of affordable and low cost from natural product ingredients that
will match the cosmetics market in Vietnam - where women prioritize. Believe in plant and herbal products
as part of a long-standing oriental culture of beauty.
 Income segmentation:
Divided into two main segments: the poorer masses and the rest. L'Oreal uses brand marketing by
marketing its products at a low cost to attract the attention of its mid-range customers. That means that they

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are willing to work to reduce ingredients to minimize costs as much as possible so that product prices are
consistent. Right now, in the Vietnamese consumer market, L'Oreal has not positioned itself as a middle-to-
wealthy customer. Therefore, L'Oreal is identifying itself as a more holistic entity.
 Psychographic segmentation:
L'Oreal has divided Vietnamese consumers into different groups based on thoughts and behaviors from
fastidious middle-aged customers who may be a bit conservative about strong savings values. Young
potential customers, easily accessible by the quality and eye-catching looks, are subjects with a more open
mindset on factors such as spending or culture from the West. Self-awareness of a part of young people who
emphasize quality and do not attach too much importance to saving like its predecessor,
L'Oreal focuses on the satisfaction and relaxation of all women about a quality product through makeup
products, perfumes, body care products. L'Oreal products bring consumers a sense of good personality.
 Aged segmentation:
By segmenting the market into the young middle class from its predecessor and more "conservative"
Vietnamese customers, L'Oreal must have segmented the market based on age. at the same time shows a
growing interest in taking up market share among younger Vietnamese consumers.
L'Oreal has used different variables to be able to identify the segments the company wants to target, while
also participating in the division using multiple segments such as age, income, psychology, .. to
complement the company's own marketing methods. This requires them to work hard to define the
performance of distinct segments and design special offers tailored to each segment in order to achieve
higher sales and a solid position. Then on the Vietnamese market in particular and the world market in
general
2.2. L'Oreal’s targeting:
The Vietnamese cosmetics market is complicated to have a clear segments, it is possible to divide the
cosmetics market into 4 levels: lady, high class, grand name, common. To meet the measurement needs,
L’Oreal introduces many products to the Vietnamese market with many different price segments. Include:
- High-end product lines: Lancome, Ralph lauren, Shu Uemura.
- Mid-range product lines: Maybelline, Vicky LA Roche Posay, Inneov
- Professional hair care products: Mizani, Redken
Knowing no geographic bounds of social class limitation, LOreal’s main marketing tool is the innate drive
to be attractive in men and women alike. By using young female models and celebrities ì many different
ethnicities L’Oreal accomplishes the important task. Women of all ages and race will see how beautiful
women looking using L’Oreal product, this triggers a personal interest and inferring the L’Oreal product
make you beautiful.

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Strategic focus: Vietnam staff is empowered to work, to ensure that the L’Oreal Vietnam market is close
and relevant to consumers.T his also means that cosmetic products are also created and manufactured on a
local level so that our formulations are perfectly suited to the needs of our consumers, wherever they live.
L'Oréal also builds a network of factories around the world to quickly and efficiently produce and market
innovative cosmetics.
Thanks to the globalization strategy, successes from regions can be deployed in other regions of the world.
2.3. L'Oreal’s position:
- Products:
"Helping hundreds of millions of women and men become confident, feel good about themselves and with
those around them is our driving force for development." Unlike other companies, is solely in the beauty
industry, L'Oréal started with the belief that "cosmetics are the powerful magic wand that makes people
more beautiful", with the legendary slogan "Because you're worth it".
During more than 5 years in Vietnam market, L’Oréal expands its market, bringing product lines to stand
out and uniqueness in many areas of the beauty industry. All of the brand's products are focused on
packaging to quality, gaining the trust of women and even men. Based on the criteria of reaching customers
with product quality, L'Oréal Paris has been truly successful, becoming the brand many times in the top
favorite according to user reviews.

In Vietnam today, besides traditional products such as makeup, the company has developed many other
products such as:
• Loreal makeup remover 400ml 3 In 1 Micellar
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• PARIS AGE PERFECT
• Lotion
• Loreal Revitalift Crystal Micro Essence serum
• Loreal UV Perfect Matte and Fresh sunscreen
• Loreal White Perfect 100ml cleanser
• Loreal white perfect toner
• Loreal shampoo, conditioner, and hair treatment set
- Customers:
Men and women of all ages have a medium to high income.
L'Oreal always seeks to understand target customers through advertising activities while always trying to
maintain customer attitudes towards products. Since then, the company has continued to formulate new and
deeper perceptions. Products In recent years, the Company has constantly researched and developed more
new products to serve Vietnamese consumers such as bleach. page 3 in 1 removes dirt from deep inside,
meets the needs of people living in a dusty atmosphere; Oil alkaline powder meets the hot weather of
Vietnam, LOreal Company continues to commit to long-term business in Vietnam and always innovate to
meet the increasing demand in the dynamic and potential beverage market.
- Competitors:

Asia Plus Company has surveyed the use of makeup cosmetics by nearly 500 women aged 16 - 39 across
the country. The results show that, in the last 3 years, the number of women wearing makeup increased
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from 76% to 86%, and the number of people who wear regular makeup (at least 4 times/week) has also
increased from 35% to 39 %.
Large purchasing power means rapid growth of the cosmetics market. According to Yano Research Institute
(Japan), Vietnam is one of the fastest-growing cosmetic markets in Southeast Asia. In 2018, this market
reached a scale of $ 2.35 billion. It is expected that in the next 10 years, the growth rate of the Vietnamese
market for skincare cosmetics and makeup will be about 15-20% / year.
But the game is not easy. The sweet market share also entails a fierce race of many international cosmetic
brands that are distributed in the Vietnamese market. Most of the global cosmetics giants from mid to high-
end such as L'Oreal, Kanebo, Ohui, Whoo, The Body Shop, The Faceshop, Naris, Shiseido, L'Occitane,
Clarins, Dior, Chanel, Mac ... have all entered this market.
During that fierce competition, brands from Northeast Asian countries such as Korea and Japan seem to
dominate, due to their suitability for Asian skin.
Particularly in 2016, Korean and Japanese cosmetics accounted for 28-30.3% of the total market share of
cosmetics in Vietnam. In the past 3 years, this figure has increased to 30 - 43%.
Over the past two decades, a series of high-end Japanese cosmetic brands have "crossed the sea"
successfully. In particular, brands such as Shiseido, SK-II, Naris ...
3. Marketing mix 4Ps strategies of L’Oréal Cream:
L’Oréal White Perfect Day - Night Cream contains Melanin-VanishTM formula to help nourish the skin
bright, smooth, and even skin tone. Active ingredient Vitamin CG and Tourmaline gemstone with Vitamin
E to help promote the circulation under the skin, prevent the formation of melanin at the bottom of the
epidermis, and help neutralize existing dark pigmentation in the middle layer of the epidermis.
Simultaneously assists in cell stimulation to bring natural glowing, radiant skin.

3.1. Product:
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3.1.1. Definition:
A tangible object or an intangible service is the volume of production or large-scale production with a
specific volume of the unit. Intangible products are services like the travel industry and the hotel industries
or code products like cell phone refills and credit. Typical examples of a production volume of tangible
objects are disposable razors and motor vehicles. An unclear but popular service production volume is a
computer operating system.
3.1.2. Strategy of L’Oréal White Perfect Day – Night Cream:
3.1.2.1. Packaging:
Loreal cream in a heavy hand-held glass jar, silver date cream, and blue night cream, the silver cap
engraved with the brand name is quite luxurious and eye-catching.

- Transport and consume product:

Since L'Oréal is a trademark of Paris, the transportation of goods to Vietnam for sale and consumption
should comply with the government's regulations:
+ Presenting receipt receipt "announced cosmetic".
+ Declaration & transmission of customs declarations: Documents attached to V5 and approved paper.
+ Customs clearance.
Cosmetic goods are often consulted prices because they are price risk management items, so businesses pay
great attention to unit prices when declaring customs.
- Containt protect product:
For “White Perfect L’Oréal” product with fragile glass packaging, it is necessary to pack carefully. For best
preservation, it is necessary to insert sponge or air wrap on all sides: top, bottom, left, right, front, back.
Then place the product in the box to see if it has been moved. If so, extra stuffing is needed to ensure the
product does not move during transport to avoid impact. Then tap the tape to seal the paper box and stick a

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note sticker to this fragile item. So the process and the way of packing the glass cosmetics inside is
complete.
-Store product:
When storing Loreal lotion products, note:
• The reasonable temperature for storing cosmetics is 70-80 degrees F according to international standards,
ie about 21-27 degrees C. The humidity in the warehouse should be stable, not too high or too low.
• The place to store cosmetics in the storage should be avoided near the warehouse door, where many
people often pass by, strong winds or direct sunlight. Cosmetics should not be left in a humid corner of the
warehouse, where it is prone to wetness, etc.
3.1.2.2. Branding:

Slogan of L’ORÉAL: “Because You’Re Worth It”

L’OREAL owns one of the most famous advertising slogans ever created. Women always want to look
beautiful and confident. L’OREAL has acquired a perfect slogan for its beauty products. This slogan shows
that you have value, women don't have to buy their products to be more beautiful because they are.
3.1.2.3. Product attributes:
L'Oreal White Perfect Night Cream is integrated with Tourmaline crystals with Melanin-Vanish formula,
which is the best solution to help protect and nourish fairer skin every day, dull, darken, darken, darken the
skin, help to visibly improve skin color. Provides nutrients that nourish each skin cell healthy and
effectively fight skin aging thanks to Pro compound - Vanish3TM.Pro - Vanish3TM. When skin is healthy,
exfoliation is gentle and doesn't damage healthy skin cells.

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3.1.2.4. Product support service:
L’Oreal Vietnam put into operation the customer service line 1800-545463 to consult and answer questions
for customers completely free of charge. This is a free line to answer and advise on all products from
L’Oreal's brands in Vietnam including L’Oreal Paris; Maybelline; Garnier; Lancome; Biotherm; Vichy;
L’Oreal Professionnel.
3.1.2.5. Labeling:
L’Oreal White Perfect blemish white cream prevents the formation of dark skin cells.
o LHA: reduce surface pigmentation, shrink the size and fade dark spots on the skin.
o Procysteine: inhibits the formation of melanin under the skin, the main cause of dark spots, helps to
reduce dark spots from within.
o Vitamin B3: a safe and effective whitening treatment, bringing smooth white skin evenly color.
o With advanced Melani - VanishTM formula that improves bright white, even-toned skin every day.
o Supplemented with Tourmaline gemstones to help promote the process of circulation under the skin. Not
only brightens skin, but also radiant pink and vibrant vitality.
o Provides vitamin E and is rich in minerals that contribute to anti-aging skin and environmental damage
such as dirt, UV rays, stress, etc.

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3.2. Price:
3.2.1. Definition:
Selling price is the cost a customer must spend in exchange for a supplier's product or service. It is
determined by several factors including market share, competition, raw material costs, product identity, and
the perceived value of the customer to the product. Pricing in a competitive environment is not only
extremely important but also challenging. If the price is too low, the supplier will have to increase the
quantity sold per unit of product at a cost to make a profit. If the price is too high, the customer will
gradually turn to a competitor. The price decision includes price score, listing price, discount, payment
period, etc.
3.2.2. Pricing strategies of L’Oréal Cream:
Trademarks of L'Oreal: MAYBELINE, LOREAL PARIS, LANCÔME. All 3 brands MAYBELLINE,
L'OREAL PARIS, LANCÔME are using price strategy according to the market segment. The company has
chosen valuation methods based on customer needs, valuation methods according to the perceived value of
customers. MAYBELLINE: The company has launched low-end products with prices ranging from $5- $9,
priced much lower than high-end models but higher than prices of products in the same segment of

17
competitors compete. This means that, regardless of the segment, it always proves itself to be a high-end
cosmetic company with outstanding quality.
L'OREAL PARIS offers makeup, skincare, and hair care products with prices ranging from $7 - $25 for
customers with good or middle income. For example, L'Oréal White Perfect Whitening Night cream sold
for 180,000 VND and L'Oréal White Perfect Clinical night cream for 270,000 VND in the Vietnamese
market.
LANCÔME specializes in skin care cosmetics, makeup, and perfumes with prices ranging from $ 30 - $
500 for high-income customers.
The reason why L'OREAL has created 3 such strategies to differentiate its brands and reach all different
classes of customers. Price is always associated with a market or a customer, a sales channel, and is valid
for a certain period.
L'Oreal Group also follows these principles when it comes to pricing policies for each of its brands. Some
of the market factors that influence the high/low price decision include the price target, the value that the
customer feels about the product, the competitive situation, the balance of supply and demand, and the price
of the products. In other businesses, L'Oreal also relies on mass-market segments, fair customers, and high-
end customers to value the brand, serve all classes of customers, to help L'Oreal become a strong global
brand.
-Pricing based on customer file:
+ Maybelline goals: Women in their 20s and 29s - are increasingly interested in their own identities. These
people are less inclined to reach out to models and celebrities but are more interested in attractive girls of
the same age as them.
+ L'Oreal Paris: Male and female customers with beauty needs have an average income or higher.
+ Lancôme: Satisfy the beauty care needs of many types of consumers, with separate product lines for
customer groups by age, such as from 20 to 30 from 30 to 45, from 45 to 60, and the elderly. Especially,
two lines of care and skincare products with creams for smooth skin, whitening creams, anti-aging creams,
and some makeup products such as lipsticks, blushes, and famous perfumes.
3.3. Place & Distribution:
3.3.1. Definition:
Represents the locations where a product could be purchased. It is commonly referred to as distribution
channels. It can include any physical store as well as virtual stores on the Internet. Delivering products to
where and when the customer requests it is one of the most important aspects of any marketing plan.
3.3.2. Distribution strategy of L’Oréal:
In Vietnam, Vietnamese women from past to present have the notion that as long as the skin is white, all
defects are covered. "They equate white skin with beauty". For them, tan skin is reflective. That is why they

18
look for all the methods, from the herbs used outside to the medicine to take inside to make their skin white.
Vietnamese market whitening lotion products, cleanser liners belong to different detectors to satisfy the
whitening needs of Vietnamese women in different segments. L'Oréal like Garnier, L'Oréal Paris,
Maybelline is sold in middle-class stores, while Lancôme is included in the elite chain stores. The product
line "White perfect day-night" of L'Oreal with popular prices is widely available on commercial sites such
as Shopee, Sendo, etc. L'Oréal products Vietnam is present throughout the country thanks to a diversified
distribution network including supermarkets, pharmacies, hair salons, and thriving e-commerce sites. This
helps L'Oreal to bring to every Vietnamese woman and man the best quality, effective, and safe cosmetic
products to meet all diverse beauty needs and desires, and infinite human beings. Another success of
L’Oréal in this market that we cannot fail to mention is the makeup product line that Maybelline is the
leading brand in Vietnam for this product line. Immediately after acquiring from an American company,
L'Oréal renewed its packaging and launched this brand into the Vietnamese market and an unexpected
effect was that Maybelline's sales continued to increase and up to now, Maybelline is the brand of the
makeup product line that is most loved by Vietnamese women. The success that L’Oréal Company has
gained in the Vietnamese cosmetics market is due to the product adaptation strategy that the company
applies in this market.
3.4. Promotion:
3.4.1. Definition:
Sales support is all the activities that make sure that the customer is aware of your products or services, has
a good impression of them, and makes a real purchase. These activities include advertising, catalogs, retail
and public relations, namely advertising on television, radio, newspapers, billboards, product inclusion,
sponsorship of TV programs and radio channels are watched by the public, sponsoring programs for loyal
customers, selling by phone, selling by direct mail, introducing products at home , send catalogs to
customers, public relations.
3.4.2. Promotional strategy of L’Oréal:
In the period from March 2015 to February 2016, for the face care product line, L'Oréal Paris had 4
marketing campaigns on social media, of which the target of the campaigns was mainly to promote
products, including 4 campaigns:
- L’Oréal White Perfect Clinical
- L’Oréal Revitalift
- L’Oréal White Perfect Laser
- L’Oréal UV Perfect
Meanwhile, competitor Pond's repeatedly launched many campaigns mainly to promote products on social
media. The Pond's campaigns generally generate a relatively high number of articles and discussions

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compared to L’Oréal Paris thanks to the good interaction with customers on the POND's fan page and many
interesting marketing activities in each campaign.

Promotion
campaign on social media platform in Vietnam market.

Amount of articles and discussions from the brand L’Oreal's campaigns

In terms of how it works, looking at the two campaigns that generate the most articles and discussions of
L'Oréal Paris and Pond's, it can be seen that both brands have activities such as product giveaways, offline

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events, and consulting. skincare, skincare category combined with reputable magazines, interactive fan page
posts. However, the biggest difference between the two brands is that L’Oréal Paris invests heavily in KOL,
social influencer, Pond's mainly promotes interaction with users on the official fan page.
III. CONCLUSION:
With strong and growing demand, the personal care products industry is still a steady business as well as
provide fantastic opportunities even in turbulent times like Covid-19 pandemic. The innovators in the
beauty industry, French giant L’Oréal in particular, can have very specific guidelines on what makes a
consumer brand a success: prioritizing the safety of our customers over all other considerations,
understanding the company's strength, whether it is consumer experience or product, creating a simple and
clear brand based on the company's ethos, and having complete control over all aspects that define the focus
in order to ensure constant quality. When the social and environmental responsibility is more and more paid
attention, for more than 110 years, L'Oréal has been dedicated to safety, effectiveness, and quality such as
no longer tests on animals or use packaging recyclable. These are smart strategies as well as invaluable
lessons for any business.
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