L'Oreal, the world leader in the manufacture of cosmetics was created in 1907 by chemist Eugene Schuler in France. Eugene Schuler in 1907 creates the "Company French Harmless Hair Dye." Then, this company will take the name of the brand, L'Oreal. It began in Spain in 1932, 667.2 million Euros turnover in 2010 and has over 2,300 employees and three factories. Its brands, all international, including: L'Oreal Paris , L'Oreal Professional, Lancôme, Maybelline, Garnier, Vichy, Ralph Lauren, Giorgio Armani, Biotherm, Redken, Helena Rubinstein, Cacharel, La Roche-Posay, Khiel's, Soft -Cosmetic son, Matrix and Japan's Shu Uemura (Wang, 2001, 11) .
Scope of this Integrated Marketing Communications Plan
L'Oreal relies on Integrated Marketing Communication Plan, in order meet L'Oreal's plan for all three dominant and up-and-coming generations and view it as a symbol of status and achievement (Eric, 2004). In order to meet that goal, several areas are addressed;
Implementation and Evaluation
The main reason behind establishing integrated marketing strategy is that L'Oreal have launched a new brad and the main problem is that the L'Oreal brand is associated with the retired population and the older generations of silent and GI. The average age of L'Oreal consumers was 18-25 in 2001 and around 30 plus in 2004. Also, almost 40% of L'Oreal owners are retired. L'Oreal in no longer viewed as the ultimate high-class luxury cosmetic brand among Baby Boomers and younger generations due to the introduction of foreign cosmetics; as a result few Baby Boomers have considered purchasing an L'Oreal. Baby Boomers are more interested with Revlon, Oriflamme and Madora. Garnier is the Baby Boomers "cosmetic of choice." These problems have led to the decline of L'Oreal's image (Schumacher, 2004, 32). The Integrated Marketing Communication Plan will help in re-establishing their image and make them to get success with their new brand. The plan will focus around four main objectives.
This Integrated Marketing Communications Plan has four main objectives:
To improve awareness that L'Oreal has new redesigned cosmetics that are targeted towards Baby Boomers and Gen Xers with active, exciting lifestyles
To enhance image and perception of L'Oreal as stylish and chic through concise, entertaining advertising such as TV and magazines
Acquire status recognition with Gen Xers and maintain status with Baby Boomers through advertising campaigns such as Break Through and Under 5
Increase sales by 5% (additional 11,500 units) in one year
The first step to achieving these objectives is to distinguish the target market.
The target market for this plan is upper-middle class to upper class Baby Boomers (age 41-60) and Gen Xers (25-40) (Kotler, 2002, 135). In the Baby Boomer generation, those men and women without children or grown children will be targeted. In the Gen X generation, men and women without young children will be targeted. These people are continually building success or have achieved success in the job market. This target market can be characterized as highly driven, intense people who strive to accomplish their goals.
The next step in creating a successful integrated marketing communications ...