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LOREALs CBBE MODEL.BRAND SALIENCE:Created in France, L'Oral
Paris rin!s t"e s#$"isticati#n and ele!ance deri%ed &r#
itsFrenc" "erita!e t# (#en and en all #%er t"e (#rld. L'Oral Paris
#&&ers leadin!)ed!e
$r#d*cts t"at #*t)$err t"e c#$etiti#n t# $e#$le ("# care #re
a#*t t"e (a+ t"e+ l##.O*r $assi#n r inn#%ati#n, $errance, st+le and
a sense #& $rei* is enca$s*lated in t"e'eca*se +#*'re (#rt" it'
$"il#s#$"+. O*r c#re %al*es are s*$$#rted + #*r str#n! in%estentin
scienti&ic researc" and tec"n#l#!+.O%er a t"ird #& t"e
L'Oral -r#*$'s t#tal t*rn#%er in t"is c#*ntr+ is !enerated +
L'Oral
Paris, ain! it t"e c#$an+'s lar!est di%isi#n in t"e /. 0#da+
t"ere are str#n!l+estalis"ed L'Oral Paris rands acr#ss all #&
t"e e+ areas #& t"e ea*t+ aret, incl*din!t"e Plenit*de sincare
ran!e, El%i%e "aircare and St*di# Line st+lin! $r#d*cts. Ot"er
randsincl*de L'Oral Paris C#l#*r C#setics, Elnett, Rcital,
E1cellence, Fria, Per&ect Bl#nde,O$en, Castin! and L'Oral
/ids.
BRAND PERFORMANCE:Brandin! Strate!+ #& L'Oreal "as enaled
t"e c#$an+ t# s$read its' *siness n#t #nl+ inE*r#$e *t als# in Asia
and Latin Aerica. In t"e +ear 2334, t"e Brand L'Oreal (as
raned&irst a#n! all t"e c#setics c#$anies #& t"e
(#rld.L'Oreal Brandin! Strate!+ "as ac"ie%ed s*ccess t"r#*!"#*t t"e
(#rld. O%er t"e +ears, t"e
c#$an+ is s*ccess&*ll+ $r#d*cin! and sellin!
di&&erent c#setic $r#d*cts, "aircare andsincare $r#d*cts in
al#st 543 c#*ntries #& t"e (#rld. 0"is "as een $#ssile eca*se
#& t"e(ell estalis"ed Brand Nae and Brand Ia!e #&
L'Oreal.L'Oreal "as een s*ccess&*l in !eneratin! a (#rld(ide
Brand Identit+ #nl+ eca*se #& t"ec#$an+'s $#(er&*l and
e&&icient Brandin! Strate!+. 0"is s*ccess&*l -l#al
Brandin!Strate!+ #& L'Oreal "el$ed t"e c#$an+ t# earn
si!ni&icant le%els #& re%en*e in t"e $ast +earsIn t"e +ear
2334, L'Oreal (as %al*ed as a 657.78 illi#n c#$an+. In 2339, t#tal
%al*e #& t"eL'Oreal Brand (as 64832 illi#n. In 233, t"e c#$an+
rec#rded a %al*e #& 64;33 illi#n.In &act, &r# t"e +ear
5878, t"e Brand L'Oreal e1$erienced c#ntin*#*s !r#(t". 0"e
c#$an+rec#rded d#*le di!it !r#(t" rate in c#nsec*ti%e +ears and in
t"e +ear 2334, it ecae t"elar!est c#setic c#$an+ #& t"e
(#rld.
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BRAND FEELIN-S:it is c*st#ers e#ti#nal res$#nses and reacti#n
(it" res$ect t# t"e rand. GLOrealH redin France, Paris, rin!s t"e
s#$"isticati#n and ele!ance c#nse=*ent &r# its Frenc"
"erita!et# (#en and en all #%er t"e (#rld. LOreal Paris
#&&ers leadin!)ed!e $r#d*cts t"at #*t)
$err t"e c#$etiti#n t# $e#$le ("# care #re a#*t t"e (a+ t"e+
l##. 0"e $assi#n rinn#%ati#n, $errance, st+le and a sense #&
$rei* is s* *$ in t"e c*st#ers #ne+s$endin! (#rt" and als# its'
$"il#s#$"+. 0"e c#re %al*es are s*$$#rted + str#n! in%estentin
scienti&ic researc" and tec"n#l#!+.0"e LOreal -r#*$ t#tal
t*rn#%er + t"e Paris &ranc"ise ain! it t"e c#$an+'s
lar!estdi%isi#n in t"e (#rld. 0#da+ t"ere are str#n!l+ estalis"ed
LOreal Paris rands acr#ss all #&t"e e+ areas #& t"e ea*t+
aret, incl*din! t"e Plnit*de sincare ran!e, El%i%e "air careand
St*di# Line st+lin! $r#d*cts. Ot"er rands incl*de LOreal Paris
C#l#r C#setics, Elnett,Rcital, E1cellence, Fria, Per&ect
Bl#nde, O$en, Castin! and LOreal /ids. 0"e C#ns*erPr#d*cts Di%isi#n
in t"e E*r#$e is dedicated t# #&&erin! c#ns*ers inn#%ati%e,
"i!"tec"n#l#!+ ea*t+ $r#d*cts &r# !l#al rands at c#$etiti%e
$rices. 0"is is deli%ered
t"r#*!" a !l#al strate!+ c#ined (it" a l#cal *nderstandin!
#& t"e needs #& (#en anden #& all a!es.
BRAND RESONANCE:0"e LOreal -r#*$ "as t"ree internati#nal rands
naed as LOreal Paris, -arnier andMa+elline t"at #&&er "air
care, s*n care, "air c#l#rin!, sin care and ae)*$ $r#d*cts.
All#& t"ese a%ailale &r# ass aret retail #*tlets s*c" as
s*$erarets, dr*!st#res andleadin! c"eists t"r#*!"#*t t"e (#rld.
LOreal Paris reains t"e &inest ass)aret rand. Itis
#&&erin! c#ns*ers reac"ale l*1*r+ r sin care t"r#*!"
$r#%idin! its c#ns*ers leadin!)ed!e $r#d*cts t"at #*ts"ine t"e
c#$etiti#n. G-arnierH, #n t"e #t"er "and, E*r#$e's n#5
rand r nat*ral ea*t+ $r#d*cts in "air care cate!#r+ t"at
#&&ers a c#$lete c#llecti#n r"ealt"+ "air. Siilarl+,
Ma+elline #&&er (#rld class =*alit+ r #n screen
re=*ireents. 0"eLOreal -r#*$ $errance is ar%el#*s d*e t# its
distri*ti#n c"annel t##. 0"e c#$an+c*ses #n G!# nati%eH strate!+
ean "ire l#cal &irs in e%er+ c#*ntr+ t# distri*te its
$r#d*cts. Sec#ndl+, GFirst landin!H strate!+ t"at is &irst
c#erciali@ati#n is ad t"in! i& t"e$r#d*ct is n#t a%ailale in a
$artic*lar $lace. It "as t(# ad i$acts #n t"e c#$an+: #ne(#*ld e
i& $r#d*ct is n#t at a $artic*lar $lace and c#$an+ r*ns t"ere
c#ercials t"ene!ati%e (#rd)#&)#*t" !enerate d*e t# t"e c#ns*ers
e&rtless str*!!le t# searc" t"e
$r#d*ct. 0"e #t"er is t"e "*!e ad%ertisin! *d!et s"atter d*e t#
$#intless directi#n. 0"ec#$an+ + itsel& #nit#r, c#ntr#l and
e%al*ate its c"annel $errance es$eciall+distri*t#rs. 0"e c#$an+
ll#( sae aretin! i1 e t"e ("#le (#rld (it" a little it
%ariati#n acc#rdin! t# t"e ec#n#ic c#nditi#ns #& a certain
c#*ntr+. LOreal is n#(n r itsstr#n! c#ntr#l #%er its $r##ti#n,
$lace, $rice and $aca!in! strate!+, ("ic" is decided &r#t"e
"ead=*arters. F#r t"ese $#ints, #nl+ in#r $r#d*ct ada$tati#ns are
ade in di&&erentc#*ntries s*c" as laels lan!*a!es. All
c#ntr#ls are %er+ &re=*entl+ c"eced t# c#$l+ (it"
$rices and sellin! $laces #& t"e !r#*$ aretin! strate!+.
