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Case Title:

Cosmetics Industry (B) : L'Oreal's Globalisation Strategies

Publication Year : 2007

Authors: Sushma, Mercy Mathew

Industry: Home Appliances and Personal Care Products

Region:Global

Case Code: INA0087

Teaching Note: Available

Structured Assignment: Available

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Abstract:
With their home markets getting saturated, cosmetic companies are skidding into emerging markets for growth. L’Oreal is no different and its globalisation strategy amply proves this. A huge – yet diverse – customer base and its spending power drew it to these markets. But cultural complexity and indifference to premium products is deterring them nonetheless.

Pedagogical Objectives:

  • To discuss the opportunities and challenges emerging markets offer to cosmetic players
  • To discuss L’Oreal’s globalisation strategies.

Keywords : Globalisation Strategies; Strategies for Saturated Market; Strategies for Emerging Market; Opportunities in Emerging Markets; Manufacturing Strategy vs Import Strategies; Customisation vs Standardisation; Growth Strategies Case Study; Market Leader’s Strategies; Market Followers Strategies; Loreal’s Brand Architecture; Product Portfolio Analysis; Distribution Strategies; Country of Origin as Branding Strategy; Premium Image as a Barrier to Globalisation

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