St Martin d’Hères
L’Oreal Cosmetics Company is represented in 130 countries and accrued €19,3 billion in sales just in 2010. The company’s success relies mostly on the quality of its products, nevertheless one of their major strengths is communication. They have recruited a powerful team of personalities which has helped them increase their sales considerably. Famous people like Eva Longoria, Jennifer Lopez or Aishwarya Rai constitute this driving force, a force not to be taken for granted. Despite their experience in the modelling, movie and music industry, they are called upon for a difficult task, having to respond to a certain image of perfection. People must be able to relate and want to be look like them. This adheres not only to the fact that they are all strikingly beautiful, but also because their lives and jobs are highly appealing to customers. How many women would love to acting, singing, or dancing like them? How many women out there have regular dreams about going to the Cannes International Film Festival? How many women would like to have their friends, husbands or bank accounts? These women are the “faces” of some refined beauty products and the general concept is that people will relate the product to them and purchase it for what these women, as dynamic individuals using it, represent. L’Oreal has a wide variety of quality products to support this kind of communication strategy. To support this argument even further, it should be noted that L’Oreal group is the international leader in cosmetics market with €3 billion operating profits in 2010. Last but not least, L’Oreal has been awarded the Ethical Corporation 2011 award so it is highly unlikely that they will cease to be the leading company in the cosmetics segment in the near future.
Bittam Sarah
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