L´Oréal Business Strategy

3537 words 15 pages
Attracting One Billion New
Consumers by 2020

June 18, 2013

CONTENTS

CONTENTS
CONTENTS ..................................................................................................... I
List of figures ................................................................................................ II
1.

Introduction......................................................................................... 1

2.

Company profile ................................................................................. 2

2.1

Historical background ........................................................................... 2

2.2

The mission of Beauty
…show more content…
In 1963 the strong and successful growth of the company was appreciated by stock exchange listing.
These new financial opportunities were used in the third historical step, from
1984 to 2000, for huge investments in research and development, further acquisitions or license agreements and marketing to strengthen the brand image. A decisive part in L´Oréal´s success played the vision of CEO Sir Lindsay Owen-Jones who changed the business performance of the Group from
French cosmetics provider to a global player. The conquest of the U.S. market, transformation and diversification into several business segments be-

2
3

Own illustration on the basis of L´Oréal Homepage (n.d.), History
L´Oréal Homepage (n.d.), History: e.g. 1964 Lancôme, 1965 Garnier, 1970 Biotherm etc.

3

2. Company profile

yond hair care, optimization of distribution strategy and the concentration on cultural diversity to fulfill all ethnical needs are the fruits of his work.
Since 2001 L´Oréal follows this strategy and put the focus on diversity of the beauty worldwide. The company has made sizeable investments in recent years in expansion of its portfolio and in research and development to boost the product and process innovations.4
2.2

The mission of Beauty

The historical background of L´Oréal shows that since its creation the business of the company was focused on beauty. The guiding principle from the beginning was research and innovation in the interest

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