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Before Plenitude entered the US market, L'Oreal had had good reputation for its cosmetic and hair product, so the name was critical to sell the products. The company used the same formula "star" system in advertising as in France by putting bulk of dollars on the newest, most technologically advanced product. Even though Plenitude had a very strong introduction in the US by becoming the #2 brand in the market, the brand performance had been rather disappointing. In 1995, they had lost an approximate $12.5 million on the brand, and lost the #2 position to Pond's.
In 1995 and 1996, the company conducted three market research studies...
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Common topics in this essay:
- L'Oreal Case
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