Case | HBS Case Collection | June 2011 (Revised May 2012)

L'Oréal: Global Brand, Local Knowledge

by Rebecca M. Henderson and Ryan Johnson


Worldwide, and in the U.S. marketplace in particular, the French cachet of L'Oréal was one of its most powerful marketing tools. However, with the opening up of emerging markets, L'Oréal had to cater to a diverse customer base: an aging population in the West, ethnic groups, aspiring and younger customers in the East, emerging markets, and growing interest in health and beauty care among men all over the world. Employing both traditional and innovative marketing techniques, L'Oréal worked to double its customer base to two billion by 2020 and increase to half from a third its share of sales from emerging markets.

Keywords: Globalization; Brands and Branding; Marketing Communications; Change Management; Sales; Emerging Markets; Segmentation; Innovation and Invention; Beauty and Cosmetics Industry; France; United States;


Henderson, Rebecca M., and Ryan Johnson. "L'Oréal: Global Brand, Local Knowledge." Harvard Business School Case 311-118, June 2011. (Revised May 2012.)