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By introducing Plenitude, a new brand with a foreign sound, L'Oreal had not established category membership effectively for each range of products. Customers either were not aware of or did not appreciate the key points of parity to make this connection. The marketing mix was not tuned to the US customer and therefore the key message was lost to clarify the product benefits to the customer. Plenitude had become market leader in France by targeting all potential buyers. However, the demographic usage in France appears different from the US, where usage of face creams is used over a more diverse age range...
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