2.

0 Marketing MiX

L'Oreal's marketing mix has laid the foundation for a strong core business model to help
meet all types of product demand, attract customers, increase brand presence and achieve
brand success in the personal care industry.

The L'Oréal company's comprehensive marketing mix strategy focuses on the entire
consumer product portfolio, product strategy, retail stores, different price ranges, brand
ambassadors, digital advertising, sales promotion and promotional mix to ensure that all
marketing objectives of the luxury product brand are taken care of in the mass market.

L'Oréal's product strategy in L'Oréal's marketing mix focuses entirely on product

innovation, product lines, product categories and countless product offerings. L'Oreal is a
brand that successfully fulfills all the product demands of its customers with the help of
various brands that can be used.

L'Oréal makes affordable beauty products for the mass market and premium
products for luxury customers and professionals. L'Oréal's marketing strategy ensures that
all L'Oreal products are categorized on the target market with the help of four divisions.
2.1 Product

L'Oréal is one of the companies that manufactures products related to beauty and cosmetics
under four main divisions namely;

1. L'Oréal Luxe
Kiehl's, Lancôme, Yves Saint Laurent, Ralph Lauren, Giorgio Armani, Diesel,
Clarisonic, Azzaro, Shu Uemura, Cacharel, Biotherm, Helena Rubinstein, IT
Cosmetics, Urban Decay, Mugler, Viktor & Rolf, Valentino, Yuesai, Atelier Cologne,
Maison Margiela Fragrances, Prada, Youth to the People

2. Consumer Products Division

L'Oréal Paris, Garnier, Maybelline New York, Shampoo, Mixa, Essie, NYX
Professional Makeup, Stylenanda, Dark and Lovely, Magic Mask, Niely

3. Active Cosmetics Division

Vichy, La Roche-Posay. Sanoflore, CeraVe, SkinCeuticals, Decléor

4. Professional Products Division

L'Oréal Professionnel Paris, Kerastase, Matrix, Redken, Pureology

5. Body Shop
In March 2006, The Body Shop agreed to a £652.3 million takeover by L'Oréal. The
Roddicks made £130 million from the sale. The sale caused some media
controversy, particularly surrounding L'Oréal's use of animal testing. Although L'Oréal
ceased animal testing itself in 1989, the company had begun selling its products in
China in 1997, where the law required cosmetics to be tested on animals before sale
to the public. Roddick stated that she believed the sale could allow her to be a
"Trojan Horse" within the larger company, working through the Body Shop to improve
its standards on animal testing and environmental issues. In September 2007,
Roddick died following a major brain hemorrhage. In 2017, L’Oréal sold The Body
Shop to Brazilian cosmetics company Natura in a deal of €1 billion.
2.1.2 Product Mix in the L’Oréal’s Marketing Strategy

The product mix in L’Oréal’s marketing strategy puts the onus on its product line for skin
care, hair care, hair color, make-up and perfumes. L’Oréal Paris sells products for mass and
luxury and L’Oréal Professionnel Paris for professional markets. The company is also active
in tissue engineering, biopharmaceutical research, insurance, health and chemicals.

L’Oreal offerings include;

1. Skin Care

For face and skin care the company offers serums, cleansers, face masks, scrubs, toners,
essence and creams etc. It also sells products for various skin concerns like dark spots, dry
skin, tanning, skin brightening and oil control etc.

 L’Oréal Paris Glycolic Bright Glowing Night Cream

 Revitalift Hyaluronic Acid Fresh Mix Serum Sheet Mask
 L’Oréal Paris Glycolic Bright Skin Brightening Serum

2. Hair Care

Hair products for hair care include shampoo, conditioner, serum, mask and night cream. It
deals with concerns like oily roots, hair fall, damaged hair, split ends, breakage and dry hair
etc.

 L’Oréal Paris Extraordinary Oil Serum

 L’Oréal Paris 6 Oil Nourish Shampoo
 Hyaluron Moisture Hydra Filling Night

3. Hair Color

Hair products for hair color include temporary, semi-permanent and permanent hair colors in
red, brown and black shades.

 Casting Crème Gloss Regular Ebony

 Magic Retouch Dark Brown
 Instant Root Concealer Hair
 4. Make-up

Make-up products are available for lips like lip liner and lip gloss, nails like nail polish, eyes
and brows like eyeliner and kajal and face like foundation and primer etc.

 L’Oréal Paris Color Riche Nail Polish

 L’Oréal Paris Color Riche Lip Gloss
 L’Oréal Paris Color Riche Lip Liner

2.2 Price

Marketing mix and marketing strategy L'Oreal has considered various factors and after
considerable consideration has adopted the following pricing strategy,

 Premium Pricing Strategy

L'Oréal is one of the world's leading global cosmetics brands. Brands of consumer
products are distributed in retail channels making them available for mass marketing. As a
result they are able to make huge profits from this division. This professional product is
available in salons worldwide. Luxe division products are available in supermarkets,
cosmetics stores, own brand stores and also online. However, this product has a premium
price and customers are also willing to pay even with a premium price for this product
because the quality and reliability of this product is higher and the quality is much better than
the products available for mass consumers.

 Value-Based Pricing Strategy

L'Oréal prefers to maintain a value-based pricing strategy for most all of their
products. This brand offers high quality products at a small premium compared to local
brands. L'Oréal's marketing strategy ensures that the company also sells products for the
mass market. The product does not have a premium price but instead the company has
used a value-based pricing strategy where consumers can purchase the product at a
reasonable rate. L'Oréal always brings new innovations across their various product lines
thereby penetrating the market with different price levels. Therefore, the pricing strategy in
L'Oréal's marketing mix is based on premium pricing, competition, geography served and
product demand.