This report provides a comprehensive analysis of L'Oréal's business strategy, encompassing PESTLE and SWOT analyses to evaluate the macro and micro environmental factors affecting the company. It also includes an examination of the competitive landscape through Porter's Five Forces model, assessing the industry's attractiveness and competitive pressures. Furthermore, the report evaluates various strategic directions available to L'Oréal and recommends the most appropriate strategy for sustainable market positioning and growth. The analysis also considers the McKinsey 7S model to assess the internal alignment of the company. The report concludes with a strategic management plan, offering actionable recommendations to enhance L'Oréal's market share and competitive advantage in the cosmetics industry.