This is the detailed brand equity analysis of L’Oréal which has been operating in personal care industry since Year 1909 and continuously strengthen its brand value by offering high quality products to the customers.
Brand Associations
L’Oréal is busy in making the environment better through innovation. Its engineers developed restoration dermatologic skin model “Episkin” to form restored skin sheets from the human skin cells left over from surgeries to test its products. Top celebrities including Beyonce and Jennifer Lopez have done the endorsement of this brand’s products. L’Oréal is also on the run to help the community. It co-founded “Look Good…Feel Better” project many years ago to help the women fight the apparent effects of cancer. L’Oréal is using technology to provide more personalized recommendations to its consumers, thus creating a loyal consumer base.
Brand Awareness
L’Oréal is actively involved with people on social media. It has adopted a unique marketing strategy in which different social media platforms like SnapChat, WeChat, blogs get used for every brand. Through this strategy, L’Oréal has reached out to a broader audience and increased brand awareness. L’Oréal started a campaign L’Oréal Paris Lip Colour and advertised on TV, print media, and digital platforms. It even uses word-of-mouth marketing method which benefited the company. With all these promotional activities and campaigns, L’Oréal has acquired a vast market in the world
Brand Loyalty
L’Oréal is the most trusted beauty brand in the world. L’Oréal with the ‘tagline because you are worth it’ gives fulfillment to customers that this is the product they have been looking. It has a vast brand portfolio which is available in all over the world. In 2017, L’Oréal got recognized as one of the world’s top 5 most dynamic companies. It also won Gender Diversity Award as it focuses on gender equality very much. L’Oréal attracts everyone with makeup tutorials and useful tips on using the products. This company has won the hearts of people in every country it entered.
Brand Assets
L’Oréal S.A. is a French cosmetics company headquartered in France. It has become the world’s biggest beauty company with total assets of $43.89 billion. It sells products under the categories of perfumes, makeup, hair care, sun protection, and skin care. Operating in more than 130 countries, L’Oréal has opened R&D centers and manufacturing plants around the world. L’Oréal subsidiaries are Urban Decay, Kiehl’s, Maybelline, Garnier, NYX Cosmetics, Lancôme, Roger & Gallet, Galderma, YSL, Redken, Clarisonic, Diesel, Carol’s Daughter, Giorgio Armani, Matrix, Shu Uemura, Biotherm, Cacharel, Essie Cosmetics, Parfums Ralph Lauren, and Interbeauty Products Limited.
Brand Elements
In 1909, the young chemist Eugène Schueller created a hair color and named it Auréale which later became L’Oréal. The corporate logo has its name written in an exceptional style which suits the overall quality of the company. The name’s letters are in two sizes: “L” and “O” are bigger while the “real” is small. L’Oréal emblem is a classic combination of black and white. The brand symbol has a black background which is a color of prestige and elegance whereas the white color of the wordmark represents purity and charm. L’Oréal meets diverse beauty needs all around the world with excellence and safety.