Post #8: Brand Details

A look at the brands and what makes L'Oréal the "World's Most Valuable"

L'Oréal has a total of approximately 45 brands under its belt, with each brand owning hundreds of products known by either brand association to L'Oréal or because of its own brand awareness. Its product mix can be divided into four main categories: skincare, haircare, hair coloring, and cosmetics (which include makeup and fragrances). As for its product lines, L'Oréal divides them into four divisions: Consumer products (mass market products), Professional products (hair and beauty salon products), L'Oréal Luxe (luxury products), and Active Cosmetics (dermatologist approved skincare and makeup products). So overall, the product mix breadth for L'Oréal is four, and its product line depth is, well, extensive. Below, we see the list of the brands within each product line, combining the brands that both L'Oréal S.A and L'Oréal USA carry, since there are some brands not mentioned in the overall umbrella.

Consumer Products:

1. COLOR&CO

2. Essie

3. Garnier

4. L'Oréal Paris

5. Maybelline

6. SoftSheen-Carson

7. Magic Mask

8. Dark and Lovely

9. Niely

10. Stylenanda

11. NYX Cosmetics

Active Cosmetics:

1. La Roche-Posay

2. CeraVe

3. DermaBlend

4. Skinceutical

5. VICHY

6. Decléor

Professional:

1. Baxter

2. Biolage

3. Kerastase

4. L'Oréal Professional

5. Matrix

6. Mizani

7. PulpRiot

8. Pureology

9. Redken

10. SalonCentric

11. Shu Uemura

L'Oréal Luxe:

1. Lancome

2. Yves St. Laurent

3. Giorgio Armani

4. Kiehl’s

5. Biotherm

6. Urban Decay

7. IT Cosmetics

8. Ralph Lauren

9. Diesel

10. Cacharel

11. Yuesai

12. HR (Helen Rubinstein)

13. Viktor & Rolf

14. Clarisonic

15. Atelier Colgne

16. Valentino

17. Maison Martin Margiela

Obviously, this is a very extensive list of the brands L'Oréal carries. The family brand of L'Oréal accounts for two brands: L'Oréal Paris and L'Oréal Professional. I estimate about 95% of the individual brands L'Oréal owns are widely known, without the brand association to L'Oréal, since these brands had already an established market presence and brand awareness before their acquisitions. Taking a quick close up on its brand equity, L'Oréal’s total assets amount to 43.8B in Euros (~$50.7B in USD). Its brand awareness has been increasing due to its digital marketing (social media, beauty apps like ModiFace) and its traditional marketing (word-of-mouth, billboards, and physical ads). Consumers know the brand “L'Oréal” and have a perceived value of the brand being high-quality; in addition, L'Oréal has been named “World’s Most Valuable” year after year in the past seven years in the category of personal care. Who does it like L'Oréal? The brand itself is already established and well-known that is revolutionizing the world of beauty and how we perceive beauty. With each acquisition, L'Oréal strengthens itself and pushes the boundaries of the science of beauty, developing new trends or products for others to follow. L'Oréal is truly a company that deserves its reputation and titles of being a pioneer in beauty, and also deserves the applause of all in the beauty industry.

References used:

Grewal, D., & Levy, M. (2020). Chapter 11. M:Marketing, McGraw Hill Education

· L'OREAL (OR.PA) Balance Sheet. (2020, July 19). Retrieved July 17, 2020, from https://finance.yahoo.com/quote/OR.PA/balance-sheet/

· L'Oréal Group. (n.d.). Brands. Retrieved July 17, 2020, from https://www.lorealusa.com/brand

· L'Oréal. (2020, April 01). L'Oréal Group : Our Global Brands Portfolio. Retrieved July 17, 2020, from https://www.loreal.com/en/our-global-brands-portfolio/

Olsen, L. (2018, May 31). L'Oréal Paris Named 'World's Most Valuable Personal-care Brand'. Retrieved July 17, 2020, from https://wwd.com/business-news/retail/loreal-paris-named-worlds-most-valuable-