Loreal Global Marketing Case

L'Oreal Global Marketing Case Study

Case Outline

L'Oreal was founded back in 1909, but has remained relevant within the growing international beauty market. With its humble beginnings in Parisian hair salons, the company has now grown to own 23 separate brands that operate in over 130 countries (Henderson 2011). However, the main issue L'Oreal faced with its new segmented marketing strategy was the ability to maintain such a fragmented approach in an era that has been dominated by the universalism of globalization. The company has continuing to favor an aggressive growth strategy within this volatile international economy. It has set the goal of two billion consumers by 2020 with a similar doubling of sales revenue (Henderson 2011).

Situation Analysis

The global health and beauty industry is a huge market. It is often most dominated by global brands and corporations which have power over a number of...
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