Integrated Marketing CommunicationIntegrated Marketing Communication

Group Exercise . Activity week 1

Stéphanie Amory – Astrid Böhlke – Ainara Corral – José Maria Hernando – Mónica Nocito – Sarah Pollet

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Group 4

Company Description

L’Oréal is a French global beauty care company which combines the latest technology with high quality levels offering luxury beauty products as well. It is positioned as the world’s leading cosmetics company and its mission is to make beauty universal.

L’Oréal’s global brand portfolio (23 brands) includes: skin care, cosmetics, make-up, hair color, hair care, styling, fragrances. Most of the products are internationally renowned. They are sold in 130 countries.

Revlon is an American global beauty care company whose vision is glamour, excitement and innovation through high-quality products at affordable prices. This company is one of the strongest consumer brand franchises in the world.

Revlon offers a wide range of products as: skin care, cosmetics, hair color, beauty tools, fragrances and anti-perspirants. The product portfolio is sold in 100 countries across six continents.

2

L’Oréal Revlon

Both

companies

offer very

similar

products

L’Oréal3

Globally•Its worldwide mission is to offer high quality products at an affordable price•The message and motto of the firm is « Beauty for Everyone »•To achieve this, the firm sells products through almost every distribution channel (e.g.: drugstores, perfumeries, supermarkets, department stores)•Promotion resorts to latest celebrities and famous brand ambassadors to enhance the firm’s glamour image •The main communication channels used are: billboards, magazines, TV commercials Locally•Websites’ contents are adapted on a national basis but the layout stays similar to keep brand coherence•Advertising focuses on ethnical diversity regarding top-models origin•Product ranges fit to skin and hair characteristics of the target consumers (depending on the region of the world)•Brands’ names can vary according to the country or the region (e.g.: Elvive in Spain vs Elsève in French speaking countries)

Revlon4

Globally •The worldwide message of this iconic brand is « Be Unforgettable »•Revlon’s mission is to offer comfortable and affordable products all over the world•The firm sells products through supermarkets (e.g. Wal-Mart), the Internet (Amazon), perfumeries•Revlon uses American celebrities as brand ambassadors to achieve its messaging and imagery•The main communication channels are: Print, Television, Point-of-Sale displays and the Internet. Its main strength is to create an in-store experience thanks to competitive promotions, coupons and samples Locally•Local websites are content adapted but have similar layout in general•Revlon sells products online through regional amazon websites (e.g. Amazon.fr)•Advertising focuses exclusively on the American beauty style and glamour which is promoted worldwide•Therefore the advertising campaigns are not adapted locally

Opinion

Both companies promote a glamorous image with the help of worldwide-known celebrities

Revlon brings forward the American ideal, quality and beauty style, therefore it promotes the brand image with American actresses exclusively. As a result, Revlon doesn’t seem to adapt its advertising campaign on a local basis, which is in line with its marketing strategy

L’Oréal focuses on ethnical diversity in its worldwide advertising campaigns and shows models that have different types of hair, skin, etc.

Moreover, L’Oréal adapts its advertising campaigns locally

(see picture) according to the target market so that consumers

can identify themselves with the models

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Problems and Conclusion6

Revlon enhances the American ideal of beauty that is

maybe no longer trendy and up to date. On the contrary,

L’Oréal tries to renew continuously its communication

marketing campaign by using new supermodels and

latest celebrities while promoting a cosmopolite image at

the same time L’Oréal could encounter problems as advertising might

be over promising and thus consumers might be

disappointed, leading to customer dissatisfaction L’Oréal fast changing models and brand ambassadors

could be confusing for the consumerIn conclusion, even if both companies are direct competitors selling similar products on a global basis, their local communication strategy seems to be quite different