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L’Oreal: Global Brand, Local Knowledge Case Solution & Answer

This Case is about COLLABORATION, COMMUNICATION, COMPETITION, COMPETITIVE STRATEGY, INNOVATION, INTELLECTUAL PROPERTY, MARKET RESEARCH

PUBLICATION DATE: June 08, 2011 PRODUCT #: 311118-HCB-ENG

Global, and in the U.S. market in particular, the French cachet of L’Oreal was one of its most powerful advertising tools. Yet, together with the opening up of emerging marketplaces, L’Oreal needed to cater to a different customer base: an aging population in the West, ethnic groups, aspiring and younger customers in the East, emerging markets, and growing interest in health and beauty attention among guys all around the globe.

L'Oreal Global Brand, Local Knowledge Case Solution

Using both advanced and conventional advertising techniques, L’Oreal worked to double its customer base to two billion by 2020 and increase to half from a third its share of revenues from emerging markets.

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