CASES AND BLOG'S
Nany2018
LOrealCase.pptxL’ Oreal
2
Maybelline Wonder Curl Japan 1998
Brazil’s Big Local Cosmetics Brands
Korean Market Share for make-up. L’ Oreal as well as its 2018 acquisition Nanda are not in the top 10
Beauty Around the World
China: White Skin, Big Eyes, Thin
India: ?
Brazil: More into tan or biracial, fuller body, other?
Russia: Similar to Europe or USA?
Big Eyes Make Over https://www.youtube.com/watch?v=co4V4ZpJdq8
https://www.youtube.com/watch?v=juCR6qQkBvk
Positioning Map for Cosmetics
Big Eyes
Lighter Skin
Other
Cosmetics
Companies
Shiseido
Estee Lauder
High
High
Low
L’ Oreal
Positioning Map for Cosmetics
Thicker Eyelashes
Longer curled eyelahses
Other
Cosmetics
Companies
Wonder Curl
Shiseido
High
High
Low
K2
High-Tech vs High-Touch
High-Tech does not mean a make-over using your smart phone or digital imaging to pick out your wardrobe. It means providing the technical background for the cosmetics, etc. It is infrequently used to market cosmetics, below are examples.
Detoxification:
https://www.youtube.com/watch?v=udZz-5WXOl4
Exfoliation:
https://www.youtube.com/watch?v=6_RsaFOqzNs
Brightening:
https://www.youtube.com/watch?v=ibtbREemRI4
High-Touch is emotional and personal (such as trying make-up on at the a store). It is how most cosmetics are promoted.
Body shapes around the world:
Thai weight loss ad:
https://www.youtube.com/watch?v=qzczQiNumnc
USA weight loss ad:
https://www.youtube.com/watch?v=Z0ddTNsv6R4
Multi-Level Marketing
Multi-Level Marketing for beauty products is huge in many markets around the world.
How should L'Oréal work with or compete with this form of distribution and its members?
