Promotion Strategy

Place of Distribution

Part of the L’Oreal Group’s strategic plan is the marketing of their products worldwide. From the bloom of L’Oreal during its primary stage, the Company already catered to the demands of women worldwide. In line with this, they are also well aware of the diversities of women around the world. Part of this strategy is to formulate products that suit other women from other parts of the world. Through research and development of their products, the L’Oreal group has already covered most parts of the globe and still got high approval ratings from their clients. Just recently, the L’Oreal Groups received the Diversity Best Practices 2004 Global Leadership Award for embracing diversity, not only in their employees, but also in their consumers (Anonymous, 2004). The Company’s taking consideration of women of color is especially appreciated by its consumers for they are also being given the chance to enhance their features and embrace their diversity without having to conform with the traditional concept of beauty, particularly that of the white Caucasian women. The L’Oreal Group also has employees who are considered minorities, such as the women and people of color. Valuing of the people’s culture and ideas is important to the L’Oreal Group, in order to best serve the interest of the consumers, the employees and the Company.

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  What are key promotion strategies of the brand?



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  What make the brand successful in terms of promotion strategy?

During the early days of advertising, L’Oreal commissioned promotional posters from various graphic artists to publicize the Company’s products. The 1950s brought about a new advertising medium, particularly the movies. L’Oreal made its on-screen debut during this period and in 1953 won an award advertising Oscar, the first in a long series of awards. Today, L’Oreal takes on actresses or different personalities of all ages that best exudes the vision of the Company. Famous personalities enable average individuals to relate to their personal lives, that they can look as good, and so ensures higher sales.

Example of advertising campaigns

Internet

The name Loreal is synonymous with the legendary advertising campaign, "Because I'm Worth It". This campaign not only began with the launch of the superior Preference haircolor line, but came to encompass the spirit of Loreal itself: To provide the most innovative, high-quality and advanced products at an affordable price for women, men and others.

Magazine

Beyonce is a superstar in the world. I think L'Oreal choose a famous person to present the product.

Here’s Beyonce’ spankin’ new ad for L’Oreal.
The cosmetics company has come under fire for dramatically lightening the singer’s skin in the line’s new product.

An aim of advertising canpaigns

I think L'OREAL PARIS choose a famous person to present the products. The main aim of this product takes on actresses or different personalities of all ages that best exudes the vision of the company. Famous personalities enable average individuals to relate to their personal lives, that they can look as good, and so ensures higher sales.