Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • June 2011 (Revised May 2012)
  • Case
  • HBS Case Collection

L'Oréal: Global Brand, Local Knowledge

By: Rebecca M. Henderson and Ryan Johnson
  • Format:Print
  • | Pages:14
ShareBar

Abstract

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

Citation

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

About The Author

Rebecca M. Henderson

General Management
→More Publications

Related Work

    • June 2011 (Revised May 2012)
    • Faculty Research

    L'Oréal: Global Brand, Local Knowledge

    By: Rebecca M. Henderson and Ryan Johnson
Related Work
  • L'Oréal: Global Brand, Local Knowledge By: Rebecca M. Henderson and Ryan Johnson
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College.