1

PRESENTED BY: VRISHTI

PRAGYA JYOTSNA
SALONI BHASIN
 OVERVIEW 2
The LOreal group is a leading French cosmetics and beauty company
headquartered in Clichy, Hauts-de-Seine.

Founded in 1909 by a young chemist named Eugene Schueller, the company is

now the biggest player in the world market.

LOreal specializes in skin care, hair color, sun protection, make-up, perfumes
and hair care products.

L'Oreal Paris has an unparalleled commitment to technology, research and

innovation, providing high-quality products for women, men, and children of all
ages and ethnicities.
 LOreals Product Division
3

Hair color Hair care

Skin care

Fragrances
Color
cosmetics
 LEVEL 1: SALIENCE
Name
4
LOral came from the French word Aurale, meaning halo/light

Shape and Font of the LOral Logo

The LOral logo is among the most popular and instantly recognizable logos in the cosmetics
industry. It comprises of a simple logotype which features the companys name in an
exceptionally stylish yet legible style of typography, which complements the overall look and
traits of the group very well.

Colors of the LOral Logo

The white color in the LOral logo symbolizes the purity, reliability and charm of the brand.
The dark violet color stands for nobility, honor and self-confidence.
The Black is seen as a authority, power and can evoke a feeling of sophistication. It is often
used for luxury products because of its sense of elegance and glamor.
The golden color is associated with prestige, luxury and material wealth, suggesting that a
product or service is expensive and exclusive.
 Tagline
"Because I'm worth it 5
Written in 1973 when a social revolution and a new spirit of feminism was in full swing.

For the first time, the message was all about what the woman thought. It was about her
self-confidence, her decision, her style.

In the mid 2000s, this was replaced by "Because you're worth it".

In late 2009, the slogan was changed again to "Because we're worth it" following
motivation analysis and work into consumer psychology.

The shift to "we" was made to create stronger consumer involvement in L'Oral
philosophy and lifestyle and provide more consumer satisfaction with L'Oral products.

L'Oral also owns a Hair and Body products line for kids called L'Oral Kids, the
slogan for which is "Because we're worth it too".
 Characters
6
The LOral Paris spokespeople have their own personalities and can be from
different working fields.
They can be models, movie stars, or athletes. The main thing they have in
common is they all have their unique personality, style and passion for what they
do.
Their very own way of sharing a particular vision of beauty as a means of
personal accomplishment, a source of freedom and a way of escaping.

Advertisement
One of the greatest strengths of LOral is that they are a scientific beauty
company. They are always looking for niche markets to launch a new product.
With they unique style and big advertisements.
 L'Oreal's Packaging Research
7
Packaging is a brands first contact with the customer.

L'Oral has dedicated Packaging Innovation teams that work in close

collaboration with formulators and suppliers and are in charge of the
design and optimization of product packaging in compliance with
regulations relating to quality, safety and respect for the environment.

Packaging is an area of essential innovation for the group, which files

over 70 patents on average per year.

Thus, L'Oral's Research & Innovation teams were the originators of

many patented technological innovations that allow the product to
deliver optimal performance on application.
 8
For example: if we take the packaging of the perfumes, there are
different elements to look at such as a bottle, pump and dip tube,
stopper or cap; and these all must fit the elegant or luxury feel
that is associated with the category.

Primary packaging needs to be protected from scratches and

provide the regulatory information and instructions for use.
 L'Oral's Spokesperson
9
L'Oral Paris shares a unique vision of beauty, supported by 35 diverse international
ambassadors, icons such as Jennifer Lopez, Freida Pinto, Jane Fonda, Eva Longoria,
Julianne Moore, Fan Bingbing.

The exceptional careers and charismatic personality of LOrals ambassadors

resonate in the motto "Because you're worth it", a truly universal message of
empowering beauty for the last 40 years.

Each year, L'Oral Paris magnifies its beauty ambassadors and worldwide
celebrities from nearly 20 international red carpets, including the Cannes Film
Festival, for which LOral Paris has been the Official Makeup Artist for the last 17
years.

The Film Festival provides the constantly renewed opportunity to highlight the
superiority and expertise of its products accessible to every consumer.
 LEVEL 2: PERFORMANCE
Primary 1
features 0
Quality
Group-wide sustainability plan
L'Oral announced a new sustainability plan in 2013, which they hope will help reach
the goal of 1 billion new consumers by 2020 by producing more products with less
environmental impact and helping customers make sustainable lifestyle choices.

Position on animal testing

Since the 80's, L'Oral has invested 900 million in researching alternatives to animal
testing for product safety, using methods such as reconstructed skin models, like the
Episkin model at their research centers in Gerland, France, and Pudong, China.

L'Oral built an international "Consumer Insights" division as well as, regional

Research and Innovation centres in six countries: Japan, China, India, the United
States, Brazil, and France.The aim of these centres is to collect information on their
diverse consumers in order to develop products according to their various needs.
 The L'Oral Global Hair Research Centre, a facility in Paris Saint-Ouen opened
in March 2012. It serves as the headquarters for the international departments of
1
hair color, hair care and hair styling. The facility offers automation, modelling
and sensory evaluation. 1

Nanotechnology
The application of nanotechnology and nanomaterials is now being applied with
cosmetics products like moisturizers, hair care products and sunscreen.

L'Oral ranks as the sixth nanotechnology patent holder in the United States, they
have used nanocapsules to deliver active ingredients like Vitamin A and retinol in
deeper layers of the skin.

Human skin 3D printing

L'Oral announced in May that it's partnering with bioprinting startup Organovo
to figure out how to 3D print living, breathing derma that can be used to test
products for toxicity and efficacy.
 Core Benefits
1
2
Enhancement of beauty

The market of cosmetics is evolving continuously and is influenced by new

trends, such as growing segment of male cosmetic products, emerging market of
nutritional supplements (nutricosmetics), increasing consumer's knowledge and
his demand for a natural origin of products, ecology and protection of the
environment (biocosmetics).

The L'Oral laboratories have developed groundbreaking innovations such as the

first shampoo without soap, first quick hair decolorizes, first highlight enhancing
shampoo, first hair color without ammonia or an artificial human skin called
Episkin.
 Supplementary features
Ingredients 1
3
1. Hair color
Best New Triple-Care Formula for 100% Grey Coverage combining three power
ingredients:
- Ceramide protects the hair fibre
- Pro-Keratin revitalizes and strengthens the hair
- Collagen nourishes the hair and makes it fuller and softer

Hydrogen peroxide (oxidizing agent)-This ingredient strengthens, creates longer-

lasting color.

Ammonia-This alkaline tends to separate the cuticle and allow the hair color to
penetrate the cortex of the hair.
2. Hair Shampoo
1
They are derived from two main lines of approach.
4
First approach: synthetic chemistry gentle, environmentally friendly, the historic
platform for the group's expertise.

Second approach: biotechnologies, in which L'Oral has elected to invest since

the late 1980s and that can focus on marine, bacterial or botanical origins.
 ACTIVE INGREDIENTS
1
LOral's researchers use synthetic chemistry and biotechnologies in the service of
beauty.
5

DEDIFFERENTIATED ROSE CELLS 2012

Botanical biotechnologies represent an extraordinary source of innovation for
beauty, as a source of original active ingredients.

One of the remarkable characteristics of plants is their capacity to regenerate after

various types of aggressions, for example pruning roses in the fall.

L'Oreal teams managed to obtain an extract that acts on skin regeneration: tests
show an increase in the thickness of the epidermis, the secretion of growth factors
and a regeneration of tissues.
STEMOXYDINE 2012 1
An active ingredient that imitates the optimal environment of stem cells in6hair
follicles, revitalizing hair that has become dormant.

LR 2412 2011
It has regenerative powers that act on the epidermis, its capacity to strengthen the
structure of the skin and improve its elasticity. Its action corrects the whole range of
signs of aging: irregular micro relief, fine lines, reduced flexibility, dryness.

PROBIOTIC ST 11 2010
It is capable of significantly reducing dandruff and related symptoms
(itching, rash), by stimulating the scalp's function of acting as a barrier.
3. Skin care
1
7
ACAI
The nutrient-dense acai berry is derived from a species of palm tree mostly native to
Brazil. It is known to possess high concentrations of essential fatty acids as well as
vitamins A, B, C, and E.

ACID
In chemistry, an acid is described as being a hydrogen-donor, and is characterized
by having a pH level (link to pH) of less than 7.
 LEVEL 2: IMAGERY
1
1. USER PROFILE 8
LOral being a global brand serves all the age groups.
LOral prices their products according to the usual income of people, creates
color choices based on society and uses a variety of elements in their
advertisements that appeal to the women in that particular area.
The LOral cosmetics provide products to their customers for different ages and
on the reasonable price.
LOral is reaching out to more people across a bigger range of culture than just
about any other beauty-products company in the world.

2. PURCHASE AND USAGE SITUATIONS

LOral focuses on usage of its products not only occasionally but also on daily
basis.
LOral has franchisee stores, retailers and is available online as well.
3. VALUES 1
9
LOral has been devoted to just one business - beauty - it is above all because of
Passion for it.
Innovation is also one of the founding values. Innovation is essential because
beauty is an endless quest that constantly requires a higher level of performance.
LOral has always given priority to the individual rather than to organizations.
Responsibility. LOral's first invention, the safe hair dye was already an
expression of this fundamental concern for effective, safe and innocuous products.
As a world leader in beauty, the duty to preserve the beauty of the planet and to
contribute to the well-being of the employees and of the communities in which they
are present.
Open-mindedness. Listening to consumers and understanding their culture, being
open to others and benefiting from their differences are absolute priorities in order
to respond to the infinite diversity of beauty aspirations around the world.
 2
4. HISTORY, HERITAGE AND EXPERIENCES 0
LOreal use spokespeople from all ages (20s, 30s, 40, 50s, 60s) for each of their
products to tap into each market segment.
LOreal is combining the experience from women of all ages who can share together
their knowledge and personal experience with the brand.
Also, the history behind the company, and the endorsements that these spokepeople
make create a sense of hope and dream that one day a consumer who uses LOreal
can aim to be like these spokemodels and feel like they are worth it.