Abstract

The case discusses in detail the brand management strategies of the global cosmetics industry leader, L’Orèal, over the years. L’Orèal’s brand portfolio included brands from different cultural backgrounds like Europe, America and Asia. The case explores L’Orèal’s expansion of its business through the acquisition, makeover and worldwide marketing of relatively unknown brands from different countries. In addition, the case takes a look at the way in which the company consciously worked towards straddling all the segments of the cosmetics business and building successful brands in each of these segments.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Brand management strategies of a large global cosmetics company.

Keywords

Brand management strategies, global cosmetics, L'Orèal, portfolio, cultural backgrounds, Europe, America, Asia, acquisition, makeover, worldwide marketing, straddling, all, segments, cosmetics business, building successful brands, segments