The assignment is an analytical study of L'Oreal's business strategies, incorporating a PESTLE analysis to identify external factors affecting the company, a SWOT analysis to determine its strengths, weaknesses, opportunities, and threats, and Porter's Model of Generic Strategies to assess its competitive advantage. The document also reviews relevant studies on the cosmetics industry, including research on social media and customer retention in the luxury beauty industry, and the intersection of social media and customer retention in the luxury beauty industry.