L'Oreal's Global Branding Strategy |
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Excerpts
Brand ExtensionsL"Oreal realized the need for caution in case of brand extensions. The company extended its brands after doing a thorough research. When L'Oreal decided to enter the kids shampoo category in 1998, it debated whether to launch a new brand or go for an extension. The company realized the L'Oreal name, long associated with women's hair care, would capture instant credibility with moms. But Kids was really a child-oriented product. When L'Oreal first unveiled its L'Oreal Kids shampoo line early 1998, retailers were skeptical. "Retailers say the value isn't there. We say it is, that the child establishes value. We were pretty tenacious." - mentioned Carol Hamilton, 45, senior VP-marketing for the L'Oreal retail division of Cosmair...
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