L’ORÉAL

COMMUNICATION
GROUP 5
NO NAME STUDENT ID

1 Trương Khánh Linh 1617710089

2 Hoàng Thùy Linh 1610710079
3 Lê Thị Mai Linh 1617710080

4 Hồ Thị Ánh Như 1617710108

5 Nguyễn Thị Phương 1617710117
Overview of L’Oreal

Going to market plan

Research analysis

Recommendations
AN OVERVIEW OF
L’ORÉAL
The 3rd
largest
cosmetics
company
 Five major beauty categories

Hair color Hair care Hair style

 Five major beauty categories

Cosmetics Skin care

Product
Different but not disintegrated
Consumer products: For teenagers + young women
Professional products: For hair salons + hairstylists
Luxury products: For men + women
Ethical cosmetic and beauty Care Company
Universalization
Respecting differences

10
Awesome words
Because key words are great for catching your audience’s attention
 CUSTOMER COMPETITORS COMPANY

The current target MAC and Clinique Established in Europe

market: young women and the US.
and teenage girls, Expanding to Mexico,
middle-class women Japan and China

14
 CURRENT SITUATION OF
L’ORÉAL COMMUNICATION
 GOING TO
MARKET PLAN
PRODUCT

PRICE

PLACE

PROMOTION
 Many brands

4 major divisions:
L’oreal Luxe
Consumer Products
division
Active Cosmetics division
Professional Products
division

L’oreal products are

properly tested
 Premium pricing,
competition, geography
served and product demand

Products division brands:

retail channels

The Luxe division products:

supermarkets, cosmetics
stores, own-brand outlets
and even online

Prefers to maintain value-

based pricing strategies
 Products are made
available to customers
worldwide

Vast distribution
networks

Have many different

companies worldwide

130 countries in 5
continents
 Promotions are done at
various levels in different
countries

The campain “Because

We’re Worth It”

Aggressive marketing mix

promotional strategy

Various CSR
commitments
MARKET GAP
Marketing gap is

An unmet consumer need or a group of potential customers

Opportunities for companies to expand customer base

Identification of gaps in the market is an important step in

increasing market penetration
Identifying L’oreal’s market gap

14 % 12,8 %

20,2 %
9,5 %

8,8 % 13%
 How do
these
campaigns
fill the
market
gap??
A collaboration between
L’Oréal and McCann
Worldgroup Deutschland

The inspiration behind the

advertisements was
revealed in a Facebook
read..
“To dramatize these facts, McCann created
print ads that correct the perception of
women leaders as less then men. To add a
dose of humor, they directed the ads at men.
To make then eye-catching, they used actual
L’Oréal products to build the infographics.”
Based on an Artificial
Intelligence-powered
algorithm

Aims to customize the

customer buying process
At L’Oréal Paris, they
believe that every woman
is worth it

Each year, 10
extraordinary women are
chosen
RESEARCH ANALYSIS
Data verification
 Customer Segments
Sex
Income Female (Preferred)
10 - 30 millions VND/month

Age
Makeup purchase frequency
18 - 45
1 - 10 times/3 months

Location
Purchase cost per time
Hanoi
200.000 - 2.000.000 VND
Methods

In-depth Survey
Observation
Interview
Observation

34
Observation

35
 In-depth Interview

Expected to bring the most reliable results

95% out of 20 target audiences has consumed or at least
heard of L’Oreal.
Quality | Price | Packaging
Awareness of promotion tools: 12 people know the first
two promotions

36
 Survey
Type: Online
Response: 201
94, 5% responding that they have heard of L’Oreal
¾ responses feel impressed at the way these promotions
display

37
Limitation 1 The diversity of product lines

2 The content of promotions

3 Rational customer
RECOMMENDATIONS
Integrated Marketing Communication
Sell services
T HThank
A Nyou!
KS!