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  • October 2019 (Revised December 2019)
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La Roche-Posay: Growing L'Oreal's Active Cosmetics Brand

By: Jill Avery, Vincent Dessain and Mette Fuglsang Hjortshoej
  • Format:Print
  • | Language:English
  • | Pages:27
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Abstract

As 2018 neared its end, Laetitia Toupet, international general manager of L’Oréal’s La Roche-Posay brand reflected on the brand’s achievements over the past year. At €1 billion in revenue, La Roche-Posay had recently become the number one dermocosmetics brand in the world. While Toupet was pleased with this feat, she believed that the brand was at a critical juncture. It was time to make some significant marketing decisions related to brand positioning to try to accelerate La Roche-Posay’s future growth trajectory as dermocosmetics moved from serving a niche market to the mainstream.

Keywords

Branding; Brand Management; Consumer Products; Brand Positioning; Target Market; Global Brands; Global Marketing; Marketing; Marketing Strategy; Brands and Branding; Globalized Firms and Management; Consumer Products Industry; Beauty and Cosmetics Industry; Health Industry; France; Europe; Brazil; China; Asia; South America; United States; North America

Citation

Avery, Jill, Vincent Dessain, and Mette Fuglsang Hjortshoej. "La Roche-Posay: Growing L'Oreal's Active Cosmetics Brand." Harvard Business School Case 520-035, October 2019. (Revised December 2019.)
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About The Author

Jill J. Avery

Marketing
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Related Work

    • October 2019 (Revised December 2019)
    • Faculty Research

    La Roche-Posay: Growing L'Oreal's Active Cosmetics Brand

    By: Jill Avery, Vincent Dessain and Mette Fuglsang Hjortshoej
Related Work
  • La Roche-Posay: Growing L'Oreal's Active Cosmetics Brand By: Jill Avery, Vincent Dessain and Mette Fuglsang Hjortshoej
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