"Because you're worth it"- Undoubtedly
talking about the most prominent skin care brand L’Oreal. L’Oreal is a
cosmetics, skin care, hair care brand which has grabbed a lot of attention from
the consumers specially the female consumers’ heart. It has lots of beauty care
products. The women who are conscious about their beauty, want to look more
professional trendy hair style they actually prefer the brand. Extraordinary is
worth celebrating. The women who want high intensity covers love L’Oreal. They
told once “WE can grow gracefully- or gorgeously. I pick both.”
The products
are for the consumer’s eyes, lips, nails, hair development. It contains hair
color, hair styling, and hair care products. The skin care products are the
truth about aging, moisturizers, treatments, cleansers, make up removers, sun
care, self-tanner etc.
L'Oreal’s innovations always start from its luxury
brands then penetrate to the brands in different price level and different
markets eventually implemented in its consumer brands. The prices of this
products are highly moderate, what this brand charges is worth giving. It has
the proper pricing strategy for each and every brand of their product line. If
the quality is higher than another they charge a little bit more than the other
product. So basically they are following contrast of value based & benefit
pricing.
Their position statement for L'Oreal products from
the Garnier Institute are: "The combination of beauty and fashion".
On the other hand position statement for all other L'Oreal products are:
"All natural, all for you”. So by highlighting their natural factor they
are differentiating themselves form others. Their distribution is highly
appreciated because each and every cosmetic shop, their target consumers can
get our desired products from the brand L’Oreal, so consumers are not
disappointed by their distribution channel in any ways rather they are highly
satisfied to have this renowned brands beside their hands. L’Oreal told their
consumers” The more you tell us the more customized your beauty picks will be.”
they appreciate their consumers to participate in giving their opinions about
their brands and tell them actually what their consumers want. 
If we have a closer look then we will see that they
follow some innovative techniques to promote their brands. They have leveraged
the brand with celebrity endorsement. In perspective of Asia they highlight
celebrity’s like- Aishwarya Rai. They have reputed brand ambassadors as well. It’s
the first company in America to receive the EDGE (Economic
Dividends for Gender Equality) certification, which recognizes companies for
their gender practices. This makes it the sixth company around the globe
to be certified. So their 3rd party sources play a vital role to leverage the
brand. At last it can be said that if L’Oreal is able to minimize its product
costs to some extent then it will be easier for them to retain large amount of
customers. Because a lot of people might have willingness to buy their products
but can’t afford to buy them for their high pricing.
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