Case | HBS Case Collection | October 1997

L'Oreal of Paris: Bringing 'Class to Mass' with Plenitude

by Robert J. Dolan

Abstract

L'Oreal's strategy is to "trickle down" technology over time from high-end outlets like department stores to mass-markets, such as drugstores. The mass market brand Plenitude has become the market leader in France, but even eight years after introduction in the United States, the product continues to lose money. The case presents qualitative market research data to enable students to diagnose the problem and develop an action plan. Includes color exhibits.

Keywords: Problems and Challenges; Marketing Strategy; Brands and Branding; Globalization; Beauty and Cosmetics Industry; Retail Industry; France; United States;

Citation:

Dolan, Robert J. "L'Oreal of Paris: Bringing 'Class to Mass' with Plenitude." Harvard Business School Case 598-056, October 1997.