L'Oreal and the Globalization of American Beauty

Geoffrey G. Jones; David  Kiron; Vincent  Dessain; Anders  Sjoman

Case | HBS Case Collection | April 2005 (Revised February 2006)

L'Oreal and the Globalization of American Beauty

by Geoffrey G. Jones, David Kiron, Vincent Dessain and Anders Sjoman

Abstract

Examines L'Oreal's acquisition of leading U.S. cosmetics brands, including Maybelline, Redken, and Kiehl's, and their subsequent renewal and globalization. Reviews the history of L'Oreal, now the world's largest cosmetics company, from its origins in France in 1907. The company entered the United States in 1953, and from 1990, expanded rapidly with the acquisition of U.S. brands, which were renewed and then taken international. Focuses on Kiehl's--since 1851, a quirky New York luxury brand--which L'Oreal acquired in 2000 and is now expanding globally. Shows how L'Oreal developed a portfolio of U.S. and European brands that are now sold globally. Explores the corporate strategy and marketing challenges facing consumer products firms as they globalize and how acquisitions can facilitate globalization.

Keywords: Management; Corporate Strategy; Problems and Challenges; Brands and Branding; Business History; Globalization; Acquisition; Beauty and Cosmetics Industry; Consumer Products Industry; France; United States;

Format: Print

28 pages

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Citation:

Jones, Geoffrey G., David Kiron, Vincent Dessain, and Anders Sjoman. "L'Oreal and the Globalization of American Beauty." Harvard Business School Case 805-086, April 2005. (Revised February 2006.)

Working Paper | HBS Working Paper Series | 2018

Sustainability and Green Business in Latin America During Globalization Waves

Geoffrey Jones

This working paper examines the impact of modern business enterprise on the natural environment of Latin America during the globalization waves between the 19th century and the present day. It argues that although global capitalism created much wealth for the region, this was at the cost of massive ecological destruction in Latin America. During the first global economy considerable wealth was created from the exploitation of natural resources for the land-owning elite in Latin America, at the cost of large-scale ecological destruction. During the Great Reversal in the mid-20th century, public policies aimed at “catching up” resulted in the co-proliferation of hydro-electric schemes and resulting co-creation of ecological damage by firms and governments. In the new global economy since 1980, renewed economic growth and consumerism resulted in mountains of waste in increasingly polluted mega-cities. Biodiversity and the natural environment have been challenged across the subcontinent. However, there were interesting positives as these ecological horrors also created opportunities for a surprising cohort of green businesses across sectors ranging from beauty and health to ecotourism. In the 21st century, both business and governments in the region needed to address sustainability issues far more seriously, before a point of no return was reached.

Keywords: Globalization; Natural Environment; Outcome or Result; Business History; Pollution and Pollutants; Environmental Sustainability; Green Technology Industry; Beauty and Cosmetics Industry; Tourism Industry; Latin America;

Citation:

Jones, Geoffrey. "Sustainability and Green Business in Latin America During Globalization Waves." Harvard Business School Working Paper, No. 19-009, August 2018. View Details

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L'Oreal and the Globalization of American Beauty

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