Chapter 17:Advertising and Public Relations

Does Youth Really Comes in a Bottle?

 

 

According to an online article, L'Oreal suffered "A Public Storm" in 2007 for making false claims against it's products.L'Oreal claimed that it's mascara endorsed by Penelope Cruz "will extend lashes up to 60 %," but like with "Air brushing" miss Cruz was reportedly wearing false lashes. You cannot turn on the television nor read a magazine with out seeing these lash blasting mascaras and creams that will supposedly reclaim youthful skin. Fortunately , the multinational company have a strong Public Relations team in place to handle damage control and restore public  confidence.

That scenario did not stop L'Oreal from using famous faces to advertise it's cosmetics. On the contrary, the company uses more celebrities to endorse it's products, since most women idolizes people like Beyonce  and Charlize Theron and want to look like them. Youth may not come in a bottle but L'O real sure knows how to make it look believable. After all everlasting skin beauty and youth can be yours ", because You're Worth it."

Chapter 15: Retailing- L'Oreal @ Target

L'Oreal is known as one of the leading multinational cosmetic giant. However,the company have a lot of catching up to do in the retail field, with only two retail stores; one in Beverly Center, Los Angeles and another in Westfarms mall, Connecticut. According to BNET.com, L'Oreal opened these two stores not to necessarily to become a part of the retail market, but to find out more about customers buying habit.

    Since L'Oreal's two retail stores are not in New York I decided to window shop at Target ( a popular discount store) to see how L'Oreal's price and promotion translates to the average buyer and who the companyis trying to trying to target in relation to the products on the store shelves.
Upon my visit to Target, I see a small selection of products on display in
comparison to the many different brands own by L'Oreal. Also, the prices are pocket friendly with mark downs.This shows that although L'Oreal is not involve in the direct retail process, the company influences the retail mix in relation to the reaction of customers.For example, L'Oreal's "Lancome" collection at Macys range in price from $59- $98,where Target has" Revitalift" for $11.99 after a $2.55 mark down. This shows that the prices are base on L'Oreal's target market, and merchants retail mix. Moreover, L'Oreal is definitely carrying out it's mission of beautifying the world
no matter their income level.Furthermore, L'Oreal should stick to manufacturing and leave the retailing to department / discount stores, because this approach might seem a bit discriminatory.Because I live in Brooklyn and shop at discount stores does not mean that I cannot afford "luxury" cosmetics. After all, everyone loves a good bargain especially in this market.

Chapter 6: Consumer Decision Making

 Companies like L'Oreal realize that consumers have different driving force that influence their buying habits which can ultimately "make or break" the success of  their businesses. L'Oreal's motto " Because you're worth it," not only adds to brand recognition, but also motivates and coax women into buying it's age-defying products. Inaddition L'Oreal skillfully incorporates "Because you're worth it in every promotion and on most products and packaging. This is an  ingenious motivational tool which L'Oreal has been using to coax women into buying a product with no surety of  results.After all who isn't worth it?