Ch -7 Business Marketing

The culture and development of L'Oreal are based on creativity and  sense of beauty. The marketing teams live out these values on an everyday basis, a definite strength of the group. L'Oreal has creativity in its DNA. The marketing teams are at the heart of the process, at the interface between all the group’s units of business. Their mission is to make consumers the world over aware of products designed to meet their needs and to be one step ahead of trends in order to transform them into sources of beauty and well-being. They are structured into two main tracks within the group: operational marketing and marketing development.Joining the multicultural marketing teams means not only participating in the development and promotion of products worldwide but also working in an ultra-competitive sector that changes rapidly, a sector that sets the trends of the future. L'Oreal brands are aimed at a wide range of consumers and lifestyles, from mass distribution channels and modern beauty stores, to professional salons, and all the way to luxury boutiques in various countries. They continue to change the world’s market where the competition is very stiff and demanding. Lastly, the group is constantly marketing new products and frequently renovating its brands.

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Ch - 11 Developing and Managing Products

 For L'Oreal being responsible means controlling the manufacture of its products. By choosing a largely integrated industrial model, the group does not only guarantee the overall quality of its products; it can also be certain that its ethical, environmental and corporate principles are complied with. The group’s industrial production is organised regionally with 40 plants established on all continents. The industrial organisation is increasingly local and closer to the markets. In 2010 L'Oreal opened a plant in Kaluga, Russia and in 2011 launched three building sites in Mexico, Indonesia and Egypt.

The main mission of the manufacturing teams is to provide the business divisions, which are their internal customers, with high-quality products within the required timelines and at the agreed price under the best possible conditions of safety. To support the group’s strategy of international expansion they are also responsible for developing, managing and optimising the group’s industrial resources.