Publications
Publications
- November 2012
- HBS Case Collection
The Universalization of L'Oréal
By: Rajiv Lal and Carin-Isabel Knoop
Abstract
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; Marketing; Cosmetics Industry; L'Oreal; India; R＆D; Globalization; Product Development; Research and Development; Emerging Markets; Retail Industry; Latin America; Asia; Middle East
Citation
Lal, Rajiv, and Carin-Isabel Knoop. "The Universalization of L'Oréal." Harvard Business School Case 513-001, November 2012.