Product details

Started in 1907 by Eugene Schueller, L'Oreal was known for its unique portfolio of international brands like L'Oreal Paris, Maybelline, Yves Saint Laurent, Biotherm, Ralph Lauren, Kerastase, Vichy, The Body Shop etc. Over the years, L'Oreal aimed at launching innovative products and also acquired newer brands in the market. At the same time, L'Oreal tried to expand its business operations in various countries. Beside this, L'Oreal strengthened its market position by launching various quality hair, skin and cosmetics products. Meanwhile, L'Oreal witnessed changing advertising and media backdrop in the market. L'Oreal geared up to use the latest customer marketing software platform. Also at the same time, the company tried to increase its database of customers in Australia from 1 to 2 million by 2020. L'Oreal also doubled its customer relationship management (CRM) budget by 6%. Apart from this, the company initiated a move to restructure its marketing department with an emphasis on digital marketing, social media, CRM etc. To further support its initiative, the company launched its reality Makeup Genius app, which helped the customers to see how they look after applying different lipsticks, eyeliners etc. Although the company envisioned integrating digital marketing efforts, it believed traditional marketing to be equally important for the company. Despite well-designed restructuring plans, it remained to be seen whether L'Oreal would be able to grab the Media space through digital strategies.