Analysing the Communication Mix Strategies of L'Oreal for the Skin Care Brands

Running Head: Consumer Behaviour and Marketing Psychology
Consumer Behaviour and
Marketing Psychology
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Consumer Behaviour and Marketing Psychology 1
Executive Summary
The objective of the below mentioned paper is to analyse the communication mix strategies of
L’Oreal for the skin care brands in the market. The paper elaborated the market performance of
the company along with the communication mix strategy currently implemented by L’Oreal for
target segment. The strategic alignment explains the ways in which the organization successfully
communicates their products and services to right type of customers in the market. The company
needs to improve the marketing strategy so as to effectively consider the consumer psychology
and implement it in the business. This would help the organization to increase the productivity
and satisfy the customers in a better. More details about the report are mentioned below:

Consumer Behaviour and Marketing Psychology 2
Contents
Overview of the product or service and its market performance.....................................................3
Communication Mix of L’Oreal......................................................................................................4
Strategic Alignment of Organization’s Strategy..............................................................................6
Strategic Recommendation..............................................................................................................8
References......................................................................................................................................10

Consumer Behaviour and Marketing Psychology 3
Analysis of product or service and market performance
L’Oreal being one of the most profound brands in the hair and skin care industry is working
efficiently to satisfy the consumer expectation. The company offer variety of products related to
hair and skin care in the worldwide environment. The company works with more than 500
brands working with them. Few brands of L’Oreal are highly famous and even compete with
own brand image of L’Oreal like Garnier, Maybelline etc. The hair care, hair style, skin care,
hair colour and makeup products offer wide differentiated range to both male and female in the
business environment (Widjaja 2015).
The company is a French personal care organization that works with intention to help every man
and woman in the world to embrace their unique beauty and innate the sense of self-worth. The
products of the company are well researched and formed using innovation and technology while
considering the interest of people. The company is world’s largest organization present in skin
and hair care industry. They offer products at different values in the market, like Maybelline,
Infallible Lipstick etc. are economic products while Lancome, Kiehl’s etc. are few premium
range products offered by the organization. The major focus of the products is to deliver value
proposition to the customer in response to the amount invested by them in the market.
Considering the performance of the organization in the worldwide market, it should be noted that
the brand value of the company amounted 23.89 billion US Dollar in the year 2017. Annual
growth of the organization in the worldwide cosmetic industry is 5.5% and skin care products
hold 37% share in the overall industry. The consolidated sales of the company in the previous
year accounted 26,937 million EUR. Being the largest retailer in the given industry, the company
earns loyalty of the customers and high profitability as well (Statista.com 2018).