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L'oreal is the world's largest cosmetics company headquartered in France. Its core business focuses on manufacturing cosmetics. Their main products are hair colour, hair care, perfume, skin care and make-up. Dedicated for the beauty for over 100 years, L'oreal ranks number 1 in the list of the world's top cosmetics companies in 2016 by Women Wear's Daily Magazine which is a fashion-trade industry journal sometimes called "the bible of fashion". L'oreal annual report has shown that it has the highest sales in 2015 with US$29.94 billion, followed by Unilever with US$21.66 billion and nearly twice higher than Procter & Gamble. Founded by Eugene Schueller - a young and creative chemist in 1909, L'oreal initially began with first hair dyes that he himself formulated, produced and offered to hairdressers in Paris. Since this first step, the founder set up culture that is now typical gene of L'oreal: research and innovation in the service of beauty. L'oreal presents in 140 countries on all five continents. While the world was in affection of global crises, L'oreal still earned money in all over the countries they operate and continued to improve and develop their current capability. In 2015, L'oreal' sales in Europe growth 2.3% in Western Europe and 9.8% in Eastern Europe while that number in North America was around 3.5%. Because of good performances in Japan, India, Australia and Thailand, specially L'oreal Luxe brand improved in the fourth quarter, its sales went up by 4,7%. 4.6% growth in sales was revealed in Latin America. The highest growth was particularly in Africa, Middle East with figure of 12.1%. Specifically, Egypt, Pakistan and Saudi Arabia sales growth reached the top of 20%. L'Oreal mission are (i) beauty is a language, (ii) beauty is a universal, (iii) beauty is a science, (iv) beauty is a commitment and (v) beauty is for all. L'oreal's ambition is to create more and more people around the world by creating an unlimited variety of cosmetic products to satisfy their beauty needs and desires. L'oreal has a strong and long-term brand which is being positioned to consumers across all income levels by providing a wide range of beauty product. The company wants people around the world to have easy access to their products Page 5 of 7 CITY UNIVERSITY Date : 8th December 2021 Course : BBCM3103 Strategic Management that match their desire, lifestyles and beauty needs. L'oreal's segmented its brand into five different Division where each of the brands develops a specific image of beauty by universal consumption and distribution channels. L'oreal has 5 brands and divisions that are detailed below. (i) L'oreal Luxe L'oreal Luxe opens a unique world of beauty. Its international brands incarnate all the phase of elegance and purification in three major specializations: skin care, makeup and fragrances. This division product is sold in department stores, cosmetics stores, travel retail, own-brand boutiques and online site. (ii) L'oreal Consumer Products The Consumer Products Division offers the best in accessible cosmetics innovation to a wide customer around the world and distributed in mass retailing channels. (iii) L'oreal Professional Products The objective is to be the leader in each professional beauty category: hair care, nail beauty and skincare and distributed in worldwide salons. (iv) L'oreal Active Cosmetics Highly complementary beauty-health brands supported by professional healthcare partners and sold in health care channels worldwide including pharmacies, drugstores and etc. (v) The Body Shop The Body Shop using the world's finest natural ingredients to create a high-quality product in a sustainable and ethical way. Consumer Products Division has generated highest sales compare to other brand divisions and is strengthening its leadership in a dynamic dermo-cosmetics market. L'oreal Luxe are also catching up with its growth driven by its cutting-edge innovations. The Professional Products Division is taking benefits of new plan to boost the professional beauty market, and continues to improve steadily. Last, the Active Cosmetics Division are doing well by conquering the health care channels worldwide.For developing new market, in 2015, L'oreal Paris focuses on developing China. Many products were sold in China from skincare, hair care to make-up, not only for female but also for male. "Facial skin is the most important for Chinese women" Understanding the culture of this countries, L'oreal Paris researchers have latched onto cosmetic waters in vogue. This routine has recently emerged in China which was inspired by Japanese, and have thus offered a unique and special innovative texture for skincare products is necessary. For make-up, Chinese girls are likely to be surfing on cushion as well as all in one liquid trend. In addition, L'oreal has launched an app, named Makeup Genius, to let women virtually try on make-up with many styles. This app is really successful attracting 4.7 million over total 14 million downloads. Furthermore, China where is becoming one of the giants of global e-commerce with greatly influential by social networking site. L'oreal Paris has quickly to follow and take advantage of the kind of this platform, built up the first international brand on T-mall and some powerful online selling website of China. In 2015, L'oreal Paris was voted as the first foreign and successful brand in China. Currently, China has become the second larger market in sale generation, behind the United States yet before France. a. Explain FIVE (5) mission of L'oreal. (10 marks) b. List and explain the divisions of L'Oreal. c. How L'oreal develop the new market