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Their good brand management is about hitting the right audience with the right product, through a very carefully crafted portfolio. Each brand is precisely positioned to fill a certain market or product niche.
The L'Oreal name will always be linked to Parisian sophistication, but now the more modern L'Oreal is only French when it wants to be, and the company is eager to represent all nationalities. L'Oreal is aware that in the global market you have to be diverse and flexible, especially in ad campaigns, a danger for many cosmetic companies in the global market is to try to "impose one type of Western beauty on the world," says Owen Jones...
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