Loreal is one of the leading beauty and cosmetic companies in the world with well-segmented product offerings in 130 countries. Headquartered in Paris, France, Loreal’s origins date back to 1909, when the young entrepreneur Eugene Schueller formed a company that sold hair dyes to hairdressers. Growing through successful brand launches and acquisitions, the company became the Loreal Group. In 2013, Loreal had a market capitalization of $94.76 billion with $9 billion spent on advertising and promotion. It markets 27 global brands and operates across five divisions selling high-end luxury cosmetics, professional hairstyling products, specialized dermatological products, mass-marketed consumer beauty products, and the Body Shop brand. Some of its iconic brands are YSL, Ralph Lauren, Lancôme, Kerastase, Redken, Vichy, Loreal Paris, Maybelline, and Garnier.
Loreal Paris is the innovative brand from the company’s consumer product division that sells high-end mass-marketed hair care, hair colour, skincare, and makeup products. Loreal uses a rich integrated marketing communications mix across television, print, events, experiences, interaction, and social media to promote the brand’s universal message of the power of beauty. More than 40 years ago, Loreal Paris revolutionized the advertising world with the legendary slogan, “Because I am worth it.” Written in 1973 by a 23-year-old female copywriter from McCann Erickson, when the idea of feminism was at its peak, the slogan spread the message of respect and recognition for women. The slogan’s positive and empowering sentiment helped develop a line of celebrity endorsements supported by 35 diverse international ambassadors like Jane Fonda, Jennifer Lopez, Beyoncé, and Aishwarya Rai.
The timeless appeal of the slogan is used across many brands sold under the Loreal Paris umbrella and has been tweaked to “Because you are worth it” and “Because we are worth it” to adapt to the changing times. Loreal believes that events bring brands to life and are a key component of its IMC strategy. It effectively integrates promotional events with the celebrity power of its brand ambassadors from nearly 20 international red carpets including the Cannes Film Festival. Loreal also aligns its communications strategy with fashion events by sponsoring global events like Graduate Fashion Weeks and Fashion Weeks in London, Toronto, and Melbourne. The Loreal Paris’s Powder Room, a pop-up brand experience, is set up during fashion events where experts provide professional advice, beauty tips, and gifts that help in delivering synchronized brand messages to audiences.
Loreal also works on partnerships to gain visibility across strategic traditional and digital media in developing its marketing communications. It was successfully associated with the Emmy award-winning fashion reality show, Project Runway which regularly featured its products on the show. In addition to mass media sponsorships, Loreal’s IMC strategy uses partnerships that work on more direct communications. In 2013, Loreal partnered with Rent the Runway, a leading online rental fashion store, for its campus program that had a presence on more than 200 college campuses in the U.S. with a reach of over 1.1 million female students. RTR’s network of 1,000 brand ambassadors used its digital catalogues, and social media, and organized grassroots events to promote the brand. The program was supported by Loreal in its nationally syndicated television programs and on social media. Through such associations, Loreal delivers a coordinated message of beauty and self-worth to women at specifically targeted levels.
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