L'ORÉAL

Consumer Behavior Group Project Presentation

Team Members

1. Mukesh 1902141
2. Nishant Ravi 1902189
3. Pourush Bara 1902167
4. Akansha Singh 1902015
5. Vivek Sheoran 1902263
Company Overview
L'ORÉAL is a French personal care company which was founded in 1909. It is the world’s largest cosmetic & beauty company by revenue. It
started from the hair color business and then later expanded into the field of cosmetics with skincare & makeup

Product Category

Makeup Skin care Hair color Hair care Men Fragrance

36 global Brands under 4 different Divisions

Perception Formation (Selection)
THE TAGLINE PRODUCT PACKAGING SELECTIVE PERCEPTION
One key facet of L'Oréal's marketing strategy is to
It uses Product specific market a single hue of a mane color.
packaging for hair shades;
the packing will contain
the face of the model with
the same color as the main
one in the pack..

It packages its products in high quality packing

with glossy masks & eye-catchy colors.
“Because I’m worth it” was replaced with
the new launching of the products. Normally the L'Oréal merchandise are publicized
The new tagline became “Because you’re using models who are putting on the clothing and
worth it”. makeup which fits the hair coloring

The new advertisement showing diversity

came with the popular and strong tagline
“Because we are all worth it”.

“ Maybe she’s born with it’, ‘maybe it’s

Maybelline’ “
Perception Formation (Organization)
FIGURE & GROUND CLOSURE

L’Oréal has been projected as a French origin The TRY ON feature provided by L'Oréal not only
with elegance, high-end presentation, and helps the customer in choosing the right product but
obviously high pricing. also increase customer engagement as customer starts
exploring more products

One Ad campaign that L'Oréal launched was to raise

Whereas the Maybelline product line represents awareness about lack of women in leadership role.
the street-smart American babe who is looking The ads make people think about the brand as they
for value for money. try to understand it

Post like these help in engaging customer with

products and make customer to think about
achieving certain look through their products
Perception Formation (Interpretation)
PHYSICAL APPEARANCE DISCRIPTIVE TERMS PRICING

L’Oréal has signed many celebrities like Scarlett Many L'Oréal products are sold in mid to
By highlighting the
Johansson, Penelope Cruz and Beyoncé to expensive range and cost more than many of its
name L'Oréal experts’
promote specific cosmetics lines according to the rivals.
& L'Oréal
age group & style. In India it started with
Professionnel the
Aishwarya Rai Bachchan
company is designed to
send a sign that it's
expert and hence
reliable at producing
the particular product.

The products are strategically listed a little bit

high to increase their symbolic value and portray
it as a High Quality & Luxury brand

L'Oréal also uses the word ''Paris” in its

branding; this is to relate L'Oréal with Paris, the
Meccah of fashion.
Decision Making Process
Search For
Need Recognition Medium Involvement Product Information
Internal, Limited external

Web Stores
Current State Desired State

Boredom of your normal Time for some Other

looks, Dry or Rough makeover, smooth Usual
Skin, Frizzy hair, oily skin, soft glossy hair, Requireme
face. oil free face etc
nt
Evaluation of Purchase
Alternatives Few attributes ,Simple decision rules
During Purchase Possibilities
1. From whom to buy
2. when to buy
3. whether to buy

Post Purchase No Dissonance, Limited Evaluation

Assessment of Dissatisfaction results in

satisfaction & Trust No-repurchase and change
Evaluation on basis of the functional benefits, availability, impression etc. Building in perception
Brand Personality
BRAND IDENTITY PRISM BRAND
RESONANCE
Physique Personality PYRAMID Resonance
Stylist , Luxurious A Beautiful and
High Quality attractive women with High brand
Effective Sex appeal Loyalty &
Trust

Customer Acceptance
Relationship Culture Judgement Feelings
Strong Trust and a Excellence
Leader Self-care
Beauty Partner Innovation
Reliable Inclusion
Expertise Investment
Top of the line
Little expensive Self-confidence
Reflection Self-Image
To look best of myself I am Bold, confident
and powerful women. I Performance Imagery
Want to be empowered, beauty
am worth it and want Effectiveness Trendy
conscious
people to see it. High quality Youthful
Influencer, modern
Innovative Stylish, fashionable
Range of products Emphasis Luxury
We think a brand L'oreal can be a Seductress someone who is desirable,
Passionate, with self-confidence, Innovativeness, Entrepreneurial spirit Salience
a synonym of challenging, open mindedness, quest for excellence, High brand recognition, cosmetic brand, French fashion,
Reachable
responsible.
Brand Personality (cont.)
BRAND PERSONALITY FRAMEWORK

SINCERITY EXCITEMENT COMPETENCE SOPHISTICATION RUGGEDNESS

GO GETTER ATTITUDE
TRUSTWORTHY CONFIDENT INNOVATIVE
INDEPENDENT TOUGH & STRONG
MULTI-DIMENSIONAL BOLD EXPERIMENTAL
MODERN PERSONALITY
WHOLESOME MOTIVATIONAL TREND SETTER
CONFIDENT
STYLISH

L'Oréal personality is more inclined towards sophistication and it tries to portray itself as an international brand and at
the same time as a brand which equally understands regional culture & people behavior which is the reason behind its
global success.
Consumer Motivation
Maslow Need Theory Herzberg Two Factor Theory

• Make up/beauty products

help girls/women feel
confident about themselves
• Self Esteem and identity,
social comparison where
individuals evaluate their
own appearance to those MOTIVATORS HYGIENE
that are derived in FACTORS
advertised images.
• Innovation: Market leaders for • Quality: It is
new and innovative products. inherent to Loreal
Example (Loreal Perso: brand as it is
https://youtu.be/kfRGxkllF5M) premium brand
• Sustainable Products: 100% • Variety: Wide
“All Worth It” recyclable plastic for packaging by portfolio of
programme: 10,000 young Loreal, reduced carbon footprint products is
individuals turn ‘self-doubt’ targets annually. Consumers are expected from
to ‘self worth’. It comforted willing to purchase more Loreal
and increased individual’s sustainable products and services. • Accessibility:
• Status & Recognition: Loreal L’Oreal is a
self esteem, self confidence
means trendy and stylish which global brand and
and body image. gives consumers a sense of pride easy accessibility
and appreciation. for its customers.
Thank You