L'oréal - Building a Global Cosmetic Brand

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG062 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Brand Management
Case Length : 12 Pages
Period : 1993-2003
Pub Date : 2003
Teaching Note : Not Available
Organization : L'Orčal
Industry : Cosmetics
Countries : France


The case discusses in detail the brand management strategies of the global cosmetics industry leader, L'Orčal, over the years. L'Orčal's brand portfolio included brands from different cultural backgrounds like Europe, America and Asia.

The case explores L'Orčal'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.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


• The brand management strategies of a large cosmetics company with a global presence and a large portfolio of brands.


  Page No.
L'oréal Makes Waves 1
Background Note 2
On The Road to Fame 4
May Be? No, It 'Is' Maybelline 4
Cashing in on The Maybelline Formula 5
Future Prospects 7
Exhibits 9


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

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