Case | HBS Case Collection | November 2012

The Universalization of L'Oréal

by Rajiv Lal and Carin-Isabel Knoop


In 2010, half of the world's cosmetics sales came from the so-called emerging markets for the first time; L'Oréal opened three new subsidiaries, in Egypt, Pakistan, and Kazakhstan; and the Paris, France-based cosmetics and personal care powerhouse declared its intention to double its consumer base to two billion and increase its share of sales from emerging markets. CEO Jean-Paul Agon made it his number one goal to "prepare the company to keep its global leadership in this new era."

Keywords: retailing; globalization; marketing; cosmetics industry; L'Oreal; emerging markets; india; R&D; Globalization; Product Development; Research and Development; Emerging Markets; Retail Industry; Latin America; Asia; Middle East;


Lal, Rajiv, and Carin-Isabel Knoop. "The Universalization of L'Oréal." Harvard Business School Case 513-001, November 2012.