This report examines L'Oréal Paris's potential for expansion in the Columbian market. It begins with an overview of L'Oréal's global presence and its product categories, followed by a rationale for choosing Columbia as a target market, considering its market size, competitive landscape, and the potential to access surrounding markets. The report then explores various market entry strategies such as direct exporting and franchising, and discusses the implications of formal and informal institutions on business operations. It emphasizes the importance of adapting to local culture and consumer preferences. The report concludes by summarizing the key findings and recommendations for L'Oréal's expansion in Columbia. The report also highlights the importance of market research, and adapting to the market and customer needs for success.