The paper “ L’ Oreal Netherlands - Promotion of Its Product Lines with the Help of Garnier Name" is an engrossing example of a case study on marketing. It all started with the fact that in 1997, a chemist named Eugene Schueller founded a company named French Harmless Hair Colouring. As early as 1912, Schueller was exploring his hair color products across borders to Holland, Australia, and Italy. Eventually, this revolutionary hair care business evolved into L’ Oré al. Lindsay Owen Jones then served as chairman and CEO Since 1988, and the company experienced double-digit profit growth during his tenure.
With more than 17 diverse product global brands, L’ Oré al has emerged as one of the world’ s leading cosmetics companies – its compelling market presence in 130 countries. That is not surprising considering that L’ Oré al is the only cosmetic group available in every distribution channel. Mass-market retailers, department stores, hair salons, mail-order channels, and pharmacies all carry L’ Oré al products. Founded 100 years ago, L’ Oré al is s leading manufacturer, developer, and distributor of hair care products, cosmetics, fragrances worldwide. The company owned 23 products in the year 1999, which generated 17 billion Euros in sales, and employed over 70, 000 staff in its different businesses spread across 130 countries (Hatum 2010).
The group’ s major global brands allow L’ Oré al to provide consumers with a portfolio of products with diver’ s cultural origins that satisfy all around the globe. Some L’ Oré al major brand includes; Consumer products: L’ Oré al Paris, Garnier, Maybelline, Soft Sheen- Carson. Professional products: Kerastase, L’ Oré al, Pureology, Mizani, and Redken. Active cosmetics: inneov, Sanoflore, Dermablend, La Roche-Posay, Vichy, and Skinceuticals. Luxury products: Giorgio Armani, Lancome, Biotherm, Paloma Picasso, Guy Laroche, Lancome, Viktor & Rolf, Helena Rubinstein, YSL Beaute, Kiehl’ s, Diesel, Shu Uemura, and Cacharel. The Body Shop: Acquired by L’ Oré al in the year 2006, the firm founded by Anita Rodick allows L’ Oré al to operate a market of naturally inspired cosmetics (Clow & Baack 2011). L’ Oré al staffing as a business strategy: The company’ s slogan ‘ to build beauty, we need talent’ conveys the strategic importance of staffing to the firm.
Indeed, as the executive Vice president of Human Resources, observes, ‘ The fundamental challenge is to be able to engender the next generation of people who will produce working tenures in our company.
And that, because we are now on a global scale, is complex. We need to attract the best professionals who are passionate about this business. To meet its staffing objectives, L’ Oré al has developed a staffing model with six recruitment dimensions that helps the firm ensure a successful hiring outcome (Guidice, Peruda & Carayan 2011). The different dimensions of the staffing model, which is known as ‘ the wheel’ , are presented as shown below: Six recruitment dimensions: Attracting the candidates Sourcing them actively Select the best candidates Being sure of a solid integration Building strong relationships, internally and externally Anticipate changes The L’ Oré al Brand Portfolio: In the beauty and cosmetics industry, we do see the emergence of innovative new industry leaders.
Even in an old economy industry like this, innovation can be a very driver of success. In other industries, it is the innovators who are the industry leaders. The French company L’ Oré al is a global leader in many segments of the cosmetics industry. As of 2002, it had sustained 17 years of double-digit sales and earnings growth, a unique achievement in a fast-moving consumer goods environment. It is a company characterized by a passion for developing innovative products.
L’ Oreal’ s success is driven by its investment in research, developing literally hundreds of new products each year. And, unlike other innovative companies, such as Nike, it also manufactures its own products in France, to guarantee the quality standards it desires.