This document aims to implement a communication campaign plan for the 100th anniversary of L'Oreal by taking all the steps of a marketing plan into consideration. The tools employed are: SWOT analysis, study of the goals and targets of the communication, to create a press campaign and envisage event operations.
Communication offers many opportunities for companies like L'Oreal to develop its activities. According to the message they want to convey, companies can establish a communication that suits the target of the brand. For L'Oréal, we chose two criteria: one oriented towards the hair color products, the top selling L'Oreal product, and the other directed at the anniversary of L'Oreal; its 100th year. We were able to classify its customers by gender and age. We have men and women of all ages (15 to 24 years, 25-34 years, 35-49 years, 50 years and older) and backgrounds.
Finally, we studied the values of L'Oreal, which are simple and innovative, and affect all populations. Two campaigns, different but complementary, were thus profiled: one on the traditional color of L'Oreal, and the other on the 100the anniversary of the company; both delivering a clear message: “we have supported you for 100 years in your beauty”.
The purpose is to make the customers take part in the company's journey, and to give them the opportunity to feature among the stars on a poster. This demonstrates L'Oreal's strategy to instill confidence in its consumers and allow them to dream. Despite a fairly substantial cost, this campaign is needed to sustain the sales of L'Oreal and maintain its brand image among its customers. It also offers them the opportunity to prove that actually, the clients are worth it!
Approaching its 100th anniversary (1907 - 2007), L'Oreal can look back proudly on its long innings. Indeed, this company has positioned itself as the leader in beauty products in France and abroad thanks to an impressive development, be it:
-In its brands (20 brands in total)
-In its products (hair color, hair styling, makeup, hair and skin care)
-The distribution channels used (active cosmetics, professional, consumer and luxury goods)
-In its clients (men, women, any age, any category)
With 85 products of the group sold every second in over 150 countries, L'Oreal is performing substantially well. To achieve this result, the company relies primarily on its Research and Development operations, which devises over 3000 formulas and 515 patents each year, and regularly innovates by adapting techniques from other industries including the food product industry. Moreover, to demonstrate the priority the element of research has in its organization, L'Oreal has partnered with UNESCO to award scholarships to young women undertaking doctoral research.
If L'Oreal is always looking to differentiate and innovate in a very competitive market dominated by six major cosmetics groups: Unilever, Henkel, LVMH, Beiersdorf, Colgate Palmolive, and Procter & Gamble.
In addition, these competitors face off each other in an international scenario and offer brands that are well established (Dove, Givenchy, Nivea, Gillette, etc).
[...] Communication objectives and targets - Objectives: Organize a corporate campaign introducing the 100 years of L'Oreal journey Transmit the values the group To conduct campaign promoting the hair color Highlight the next "tradition" of L'Oreal products in this range -Targets: women between 15 and 55 years men between 25 and 50 years V. Press advertising campaigns We must first establish the media release that corresponds to the main targets of L'Oreal, and then determine the most relevant to the campaign press. [...]
[...] Indeed, this company has positioned itself as leader in cosmetics, in France and abroad, thanks to an impressive development: Its brands (20 brands in total) Of its products (hair color, hair styling, makeup, hair care and skin care) Distribution channels used (active, professional, consumer and luxury cosmetics) Its customers (men, women of all ages, children). With 85 group products sold every second in over 150 countries, L'Oreal is doing well. To achieve this, the company relies mainly on its R & D department, who makes more than 515 patents and has 3000 formulations, and regularly innovates by adapting to the techniques of the food or paint industry. [...]
[...] Internet campaign Creating a dedicated website Launch of a buzz marketing campaign (teaser) Relations campaign Same as above Set up the contest Principle of the game: name 10 celebrities tagged L'Oreal advertising since its inception Once selected with 10 correct answers, a draw will take place in the presence of a bailiff. It will draw 100 winners of the trip, and determine who will be the winner who will participate in the new L'Oréal ad for 100 years. Travel arrangements 100 journalists clients celebrities organizers 1 day + 1 night for 100 guests and 10 celebrities days + 2 nights for 100 journalists and 10 organizers Selection of the airline Choice of Hotel Palladium -260 rooms including 240 deluxe rooms with private terrace and interactive TV -Meeting room for 250 people -Pools of sea water indoor and outdoor bath, Aloe Vera. [...]
[...] But beware, not about to rest on its laurels, L'Oreal has the frequent introduction of new products, its ability to innovate and its communication (receiving regular Oscars) to continue to grow and have a significant market share. But if it is known for the quality and diversity of its products, L'Oreal is also appreciated as a company. Distinguished in France during the classification of the "reputation quotient", it comes first among many French companies with good financial results over time, a real strategic vision, quality products, a strong emotional appeal and vision of diverse beauty (taken into account of particular local, ethnic communities). [...]
[...] Comfort (fresh textures, light, non greasy and non sticky) Discretion (and woody fresh fragrance) Purchasing behavior Demanding customers Women may seduce men without having a complex Requires expertize on the care and beauty Woman as a prescriptive Products Facials in the form of customized programs Barbe difficult, Sensitive Skin, Anti-Aging, Anti-Fatigue Moisturising 24H Perfume High-end packaging (elegant manner) Communication and merchandising: Spa atmosphere, ultra luxurious Communication campaign, Lancome for men Target: men, 25-45 years, active and cosmopolitan Location: Airports Message: qualitative products (relational aspect of men) Means: distribution of travel kits (direct marketing) reconstruction of institutions offering mini express treatment between two stops (field presence) Distribution channels Strengths Weaknesses Present in several distribution channels: -Aging product lines Professionals of sales in 2003) General public of sales in 2003) Luxury of sales in 2003) Active Cosmetics: of sales in 2003) Active Cosmetics: Develops, designs and markets brands of dermatological and cosmetic products ("dermocosmetic health") sold in pharmacies and drug stores. [...]
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