Analysis of L'Oreal's Diversity Strategy and Business Measurement

This report provides an analysis of L'Oreal's diversity strategy within the context of international human resource management. It examines the company's strengths and weaknesses concerning its approach to diversity, including recruitment, integration, career management, and communication. The report highlights the problem of a lack of focus on ethnic origins and gender differences in product development and marketing. It then explores potential solutions, emphasizing the importance of maintaining a balance between modern techniques and traditional approaches to appeal to diverse customer preferences. The report concludes by stressing the need for L'Oreal to refine its business strategies, particularly in advertising and marketing, to enhance overall business growth and maintain its competitive edge. It also emphasizes the significance of corporate social responsibility and the importance of adapting to changing customer needs and preferences.

Running head: INTERNATIONAL HUMAN RESOURCE MANAGEMENT
International Human Resource Management
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Executive Summary
This paper deals with the research of the loopholes in the strategy of L’Oreal and the business
measurement of the company must be taken into consideration by the company for becoming
successful in the long run the company must take certain measures in the long run perspective
of the company.

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Table of Contents
Introduction:...............................................................................................................................3
Discussion:.................................................................................................................................4
Problem..................................................................................................................................4
Diversity Strategy of L’Oreal.................................................................................................5
Solution..................................................................................................................................6
Conclusion..................................................................................................................................8

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Introduction:
The aim of the assignment deals with the issues in the diversity strategies of the
management system of the company which is reflected in the conducted research work. In
this study the elements which are not considered in order to give importance the modern
techniques and the new ways, the old or the traditional approach washes away from the
business strategy of the company. The company must take certain measures to adopt the
stringent business policy discussed in the conducted study and it is further needed to
implement by the business for further enhancing the growth of the business. The strategies of
the company must be effective along with the marketing policies of the company for
attracting the potential customers in the marketing. The company have to develop the
stringent policy to improve the efficiency of the organization in that case.

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Discussion:
L’Oreal S. A is a company which deals with the beauty products of men and women
and the company deals with the products such as the makeup, perfume and the skincare
products which are sold all over the world. The products of the L’Oreal are targeted by the
general markets and because of the popularity of the brand, the customer’s reach of the
company is also huge in that case (Botha et al., 2016). L’Oreal promotional strategy plays
significant role in the development of the business and the certain approaches for that are
taken by the company is that advertising in the magazines, partnering in the agencies focus on
the marketing ethnic group. The global business of the company is effective and for that the
brand of the company is known all over the world (Ginter, Duncan & Swayne, 2018).
Problem
The main problem with L’Oreal is that the diversity of the company was not narrowly
focused on the ethnic origins or the gender differences. The company took active measures
regarding the diversity and identifying it as an investments for the purpose of the future
success. Diversity is the combination of the ethnic origins, genders and others which is
visible in nature while the cultural origins, education and experience falls under the invisible
approach which describes the behavior, attitudes, values and ways of working for both the
men and women which falls under the professional environment. L’Oreal must concentrate
on the ethnic or the traditional method which must be applied while preparing the products.
The diversity to work is implemented by the company to meet the current and the
future challenges and several other promotional strategies or actions taken by the company as
a consideration. The five line of the diversity strategy which is taken by the company as a
consideration which are the recruitment and the integration, management, career management
and communication which falls under the human resource management of the company. The

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human resource management of the company plays crucial role in the development of the
management systems regarding the recruitment and the selection of the company in that case.
Diversity Strategy of L’Oreal
The diversity management system of the company satisfies all the action levers in the
human resource management of the company (Brewster et al., 2016). The recruitment and the
integration which means that the recruitment of the potential employees or the professional in
the company or the selected individuals. The next step after recruiting the potentials in the
company, it is the duty of the management of the company t provide trainings to the new
joiners in the organizations. The training includes all kinds of the drills associated in the
business management of the organizations and the performance in the training regimes are
noted by the management and according after some of the months the new joiners starts
working under the professionals (Cascio, 2015).
In case of the career management of the company, the career of the employees in the
organizations are taken in granted and if there are loopholes in the working which are further
rectified by the top level management or the professional in this industry. Evaluation of
performance on behalf of the employees is done in that case to analyses the performance
provided by the employees of the organization (Harvey & Allard, 2015).
The management system of the company is effective but the ethnic and the gender
related products must be focused in order to ensure that the company maintains the objectives
and the goals of the organizations. In the products of the company, there must be touch of the
ethnic in the product where the management system of the company must concentrate in
order to bring the change in the diversity strategy of the company. This implication of the
strategy will further develop the business growth of the company in the future (Wrench,
2016).

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Communication with the customers and understanding the preferences or the choices
of the customers is significant for the business. Hence in this case maintaining the customer’s
relation with the company is significant and trying to deliver the ethnic products in the
market for the customers as per preference of the customers will automatically enhance the
growth of the growth of the business of the organizations (Weisinger, Sowa & Word, 2017).
The company must pay attention in maintaining the corporate social responsibility in
order to develop the environments of the industries. The corporate social responsibility is the
act undertaken by the companies in order to generate the activities related to the development
of the society around the corporate world. There are certain policies or the ethics, rules and
regulation of L’Oreal which indicates that the performance of the company must be increased
along with the quality of the products must be maintained and further improved by the
company (Noe et al., 2017). The professionalism in respect to the men and women of the
company is high which further indicates that the company’s growth in the long run
perspective.
Solution
L’Oreal must concentrate on the ethnic issues of the products and the services, as the
customer’s preferences changes due to the change in the technology and the various aspects.
The taste and the preferences are becoming more modern nowadays but the rationality must
be maintained by the company. In order to shift to the new and the modern ways the company
needs to add some of the special features but it must be kept in mind is to maintain the ethnic
or the traditional approach (David & David, 2016). The ethnic approach for the men and
women puts an equal importance as the company’s nowadays always trying to add more
techniques or improvisation which is not carrying the taste of the traditional approach of the
products. In order to maintain the traditional approach the company must mention the classics
or the elegant products in the market and must perform the advertising strategy in such a way

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which will definitely attract the potential customers in the market. However there are lot of
significance behind maintaining the traditional of the products which the customers expects
from the company and the expectation of the customers must be maintained in order to
enhance the growth of the business in the organizations (Hill, 2017). However the company
must implement some of the new strategies in the organizations in order to generate huge
revenue in the business.
The company must attract the customers by meeting the outcomes or the
organizational objectives of the company. The company must revise the policies associated
with the organizations and the further measurement as per the evaluations must be taken into
consideration by the company. Such small mistake must not be taken into granted by the
management of the company and for that in the future the company have to suffer some of
the huge losses due to such problem. Hence, the company must take certain measures in order
to enhance the efficiency of the business in the long run because keeping the current
customers enthusiast about the products and taking strategy to further attract the new
customers must also be taken into granted by the policies undertaken by the customers in that
case. The company must put strength on the advertising and the marketing strategy adopted
by the company in the long run. The business efficiency must be maintained by the company
in order to enhance the overall business growth of the company as per the long run
perspective.

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Conclusion
From the above discussion it can be concluded that, there are some of the key
elements which must be taken into consideration by the company while developing the
overall business strategy. The business plan of the company must be properly executed by the
upper level management of the company. There are some of the elements which are not
considered by L’Oreal for improving the quality of the business as per the modern approach
or in order to maintain the traditional approach of the organizations. By maintaining the
policies of the business the company must also take consideration of the business perspective
which depends on the customer’s choice and preferences. The management system of the
company must take care of some of the glitches or the problem discussed in the above
problem must be taken into consideration by L’Oreal.

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References
Botha, T., Van Rensburg, M., Du Toit, G. S., & Motlatla, M. D. C. (2016). Introduction to
business management. B. Erasmus, J. W. Strydom, & S. Rudansky-Kloppers (Eds.).
Oxford University Press Southern Africa.
Brewster, C., Vernon, G., Sparrow, P., & Houldsworth, E. (2016). International human
resource management. Kogan Page Publishers.
Cascio, W. F. (2015). Managing human resources. McGraw-Hill.
David, F. R., & David, F. R. (2016). Strategic management: A competitive advantage
approach, concepts and cases. Pearson.
David, F. R., & David, F. R. (2016). Strategic management: A competitive advantage
approach, concepts and cases. Pearson.
Ginter, P. M., Duncan, W. J., & Swayne, L. E. (2018). The strategic management of health
care organizations. John Wiley & Sons.
Harvey, C. P., & Allard, M. (2015). Understanding and managing diversity: Readings, cases,
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Hill, T. (2017). Manufacturing strategy: the strategic management of the manufacturing
function. Macmillan International Higher Education.
Noe, R. A., Hollenbeck, J. R., Gerhart, B., & Wright, P. M. (2017). Human resource
management: Gaining a competitive advantage. New York, NY: McGraw-Hill
Education.

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Weisinger, J., Sowa, J. E., & Word, J. (2017). Diversity and diversity management in
nonprofit organizations. The nonprofit human resource management handbook: From
theory to practice, 323-338.
Wrench, J. (2016). Diversity management and discrimination: Immigrants and ethnic
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