Loreal Case Study

Helpful links:

http://www.diva-portal.org/smash/get/diva2:207152/FULLTEXT01.pdf

 http://www.academia.edu/5471499/Marketing_Report_on_consumer_behaviour_-_LOreal

http://www.womenology.com/sectors/beauty-toiletries/loreal-a-success-story-in-international-marketing-to-women/

http://lmgtfy.com/?q=l%27oreal+marketing+adaptation

The Indian and Chinese market are really important. They’re the largest. L’Oreal really has to be on those. That’s why they did some changes, or some new products to conquer those markets. Product innovation is a key to adapt the products to each country and to adapt to the consumer’s behavior.

India:

One of the most explicit example in India is the “colossal kajal” eyeliner. It’s a heavy highliner which is supposed to look like the traditionnal Indian make up. It’s also supposed to resist to the high humidity of some regions in India. Here they took the cultural habits of the country, and they did a make up with it.

One of the other example is how they’re adapting some of their packaging to each country. For example, in India, you can find some “one use” bottle of shampoo which are really small and really cheap. This bottles costs 1.5roupies. They did this because of the consuming habits of the country which are more on a “day to day” basis.

China:

In China, they did more an adaptation of their existing products. They are trying to give a more natural image of some of their daily products like shampoo for example. By doing this, they’re giving a healthier image of their products.

To do all of this, L’Oreal is even building some factories in the countries.

Au Brésil - 2008

La technologie de Reparação Total 5, basée sur le Céramide R, apporte une réponse aux cinq problèmes des cheveux “abîmés” : les fourches, le toucher rêche, la sécheresse, la casse, la perte de brillance. Le succès est immédiat et s’étend très vite à toute l’Amérique Latine.

En Europe de l'Ouest - 2009

La formule est adaptée aux attentes des Européennes et la gamme à leur routine de beauté. Elles ne font pas les mêmes gestes que les Brésiliennes qui utilisent des crèmes à coiffer. Dès son lancement, Total Repair 5 séduit les consommatrices.

En Chine - 2010

Autre nature de cheveu et routine différente : en Chine, les femmes n’utilisent pas d’après-shampoing de peur d’alourdir leurs cheveux naturellement raides. La prouesse des laboratoires de Shanghai ? Reformuler les shampoings pour qu’ils puissent répondre seuls au besoin de réparation.