L'Oreal is a successful and internationally recognizable beauty company, a leader in skin care, makeup and hair color. L'Oreal has gained its competitive advantage through developing a strong competence which is affected by a variable factors. The first core of its competency is a level of diversification of its product. The company manufactures and markets a range of makeup, perfume and skin care products in over 130 countries, what makes the better brand recognition all over the world, and at the same time gives esteem over the competition. Second, very important aspect for increasing competitive advantage is product innovation. L'Oreal currently employs over 3,200 research stuff in 30 fields and invests each year 3,5% of their revenue for research and new product creation. Moreover, L'Oreal is one of the most ethical companies in the world. It was recognized internationally three times for promoting the highest ethical standards by the Ethisphere Institute for its ethical business practices, social corporate responsibility, fight against corruption and sustainable development.
As a company concerned about the environment, L'Oreal just recently has committed in campaign “Scharing beauty with all” to achieve zero deforestation in all its supply chain by 2020. This is a step towards their bigger goal of manufacturing beauty products while preserving the planet. Next to the Maybelline, Garnier and Yves Saint Laurent Beaute, L'Oreal plans to attract one billion new customers while making a positive impact on the world by 2020.
This year L'Oreal has launched its first marketing campaign to promote its brand manifesto"Beauty for all". Film brings to life its strategy of globalization, but with clear respect for differences in needs, desires, dreams,culture and traditions. It expresses the power of beauty of ordinary people around the world and illustrates the L'Oreal's conviction that beauty is essential.
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