Case study: “Men Attraction in L’Oreal Italia”

The 6 elements of the L’Oréal Strategy

The 1st element: a unique expertise in Beauty

SkincareSkincare

HaircareHaircare

Make-upMake-upHairHaircolourantscolourants

PerfumesPerfumes

BEAUTY EXPERTISEBEAUTY EXPERTISE PEOPLESCIENCE OF BEAUTY PORTFOLIO GLOBAL OR NOTHING SUSTAINABLE DEVELOPMENT

The 2nd element: the Science of Beauty

BEAUTY EXPERTISE PEOPLESCIENCE OF BEAUTYSCIENCE OF BEAUTY PORTFOLIO GLOBAL OR NOTHING SUSTAINABLE DEVELOPMENT

BEAUTY EXPERTISE PEOPLESCIENCE OF BEAUTY PORTFOLIOPORTFOLIO GLOBAL OR NOTHING SUSTAINABLE DEVELOPMENT

The 3rd element: a strategic portfolio of Brands

The 4th element: Global or nothing

BEAUTY EXPERTISE PEOPLESCIENCE OF BEAUTY PORTFOLIO GLOBAL OR NOTHINGGLOBAL OR NOTHING SUSTAINABLE DEVELOPMENT

Environmentally responsible

Socially ethical Supporting communities

The 5th element: our commitment to Sustainability

BEAUTY EXPERTISE PEOPLESCIENCE OF BEAUTY PORTFOLIO GLOBAL OR NOTHING SUSTAINABLE DEVELOPMENTSUSTAINABLE DEVELOPMENT

The 6th element: our People

BEAUTY EXPERTISE PEOPLEPEOPLESCIENCE OF BEAUTY PORTFOLIO GLOBAL OR NOTHING SUSTAINABLE DEVELOPMENT

A successful company but a challenge to take

up…Men attraction

A Global Stretch on Talent Context

• The “war for talent”

the only limit for companies to delivering their business strategies is going to be their capacity to attract, detect, select, secure and develop the best people

• An increasingly difficult context

In Europe, by 2025, 125 Million migrant workers will be required in Western Europe alone to sustain growth

70 million Baby Boomers expected to retire over the next 15 years and only 40 million workers expected to enter the workforce

The need to deal with strong European competitors

ITALY - OVERVIEW• Rank Business vs Engineer :

7 vs 26• Rank Female vs Male :

3 vs dopo 60

Ideal Employer ranking (1-10) Business

EmployerRank 2009

Percent 2009

Rank 2008

Employer

Ferrari 1 15,04% 1 Fiat Group 16 7,91% 12Apple 2 13,81% - Barilla 17 7,38% 13Giorgio Armani 3 12,65% 3 Mondadori 18 6,71% 10Intesa Sanpaolo 4 12,39% 2 ENI 19 6,67% 29Google 5 11,74% 6 Ernst & Young 20 6,48% 26Procter & Gamble 6 10,96% 5 The Boston Consulting Group 21 6,43% 24L'Oréal 7 10,12% 8 Valentino 22 6,06% 11European Central Bank 8 9,56% 4 Benetton 23 5,94% 9Unicredit Group 9 9,02% - Nokia 24 5,94% 7Coca-Cola 10 8,99% 14 J.P. Morgan 25 5,63% 15LVMH Moet Hennessy Louis Vuitton

11 8,48% 34 PricewaterhouseCoopers 26 5,50% 21

Ideal Employer ranking (1-10) Engineering/ IT/ Natural

SciencesEmployer

Rank 2009

Percent 2009

Rank 2008

Employer

Ferrari 1 21,24% 2 Accenture 16 6,05% 27Google 2 16,55% 1 Fiat Group 17 5,72% 16Apple 3 13,20% - General Electric 18 5,71% 34ENI 4 12,75% 8 IKEA 19 5,39% 14Nokia 5 12,23% 3 Cisco Systems 20 5,19% 11Microsoft 6 10,40% 4 Audi 21 5,18% 25BMW 7 8,88% 15 Siemens 22 5,06% 31IBM 8 8,70% 7 Barilla 23 5,03% 10Enel 9 8,44% 13 McKinsey & Company 24 4,82% 37Ducati 10 8,16% 12 STMicroelectronics 25 4,38% 39

Ideal Employer ranking (1-5) Female

EmployerRank 2009

Percent 2009

Rank 2008

Employer

Giorgio Armani 1 15,14% 2 Nokia 16 6,59% 18Mondadori 2 13,54% 1 Unicredit Group 17 6,49% -L'Oréal 3 12,71% 3 ENI 18 6,25% 20Apple 4 11,71% - European Central Bank 19 5,92% 12IKEA 5 11,28% 6 Fiat Group 20 5,49% 13

Ideal Employer ranking (1-5) Male

EmployerRank 2009

Percent 2009

Rank 2008

Employer

Ferrari 1 24,04% 1 Audi 16 6,46% 19Google 2 16,55% 2 Intel 17 6,26% 16Apple 3 16,41% - IKEA 18 5,87% 24ENI 4 11,62% 4 Intesa Sanpaolo 19 5,39% 17BMW 5 9,98% 7 Giorgio Armani 20 5,10% 20

28%

30%

36%

44%

2008 Analysis

MALE CHALLENGE

How male students perceive L’Oréal?

- a feminine company

- low awareness of our brand portfolio

- leader company, with quality products

What do they want?

- vision on career path

- “team” challenge

- international opportunity & learning from experts

Sourcing talents : campus activities 2008

Present in Universities

Active in Universities and Masters

Career services

• career fairs

• présentations (with

managers)

• Business Games promotion

Strong Academic parnerships

• Brandstorm

• Business games

• Case Studies

Students network

• Social community: Facebook

• Film stagiaires

• AIESEC

How to contact with L’Oréal ?

INTERACTDISCOVERNETWORK

Business game example: Launching 2010!!!Launching 2010!!!

www.reveal-thegame.com

Attraction

• Web 2.0 e Video Annunci

• Europportunity• Launch REVEAL

Sourcing & Selection

• Europportunity

• Quota blu

Progetti Esistenti

Questions…

As Human Resources Director of L’Oréal Milan, you have to answer the following questions:

1.What is at stake with the men attraction issue ? (SWOT analysis of the situation)

2. Develop an action plan (defining long term strategy and settling mid & short term actions)

Short Term (… mesi) Mid Term (… mesi)

Career services

Strong Academic parnerships

Students network

May Be Useful… Good Work ; )