Brand Audit L'Oréal

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The Body Shop is known for its quality and natural products, not for its group it belongs to.

Maybe consumer products division needs active management and brand building because they don’t have as equity as others brands of L’Oréal. They need to have a best positioning maybe with real values they bring to the consumer.



Endorser brands :

I can find just one endorser brand which have good value such as :

- Polo Ralph Lauren for Ralph Lauren : it is a brand in Ralph Lauren.

Endorser brands are well known already, consistently presented, have a visual metaphor symbol and appear on a family of products that are well-regarded.

There are no endorser brands in the L’Oréal group.

Co-brands :

L’Oréal doesn’t do much co-branding now even if it has a lot of brands. However, it really can be a good improvement for this brand to do more co-branding even with the brands which are in L’Oréal’s portfolio.

- L’Oréal Paris co-brands with Calor Beauty (a French brand only for haircare and haircolours products), for haircare products like lacquer, hairdryer and straightener. It increases the quality of haircare products of L’Oréal Paris.

- L’Oréal Paris did a co-branding do with a famous brand of champagne which can increase the luxuous image of L’Oréal Paris: Moet.

- Maybelline New York with Sephora for a perfume, this is a really well-conceived co- branding :



In my point of view, I think that L’Oréal could do lots of others co-branding because this is a brand really famous which touches a large range of products and Co-branding is the practice of using multiple brand names together on a single product or service. This bring awareness for the two brands, but it is necessary to have a co-branding which is coherent.

For example, L’Oréal Paris should co-brand wih a brand like Chanel, every models who do the Chanel show would be makeup with L’Oréal Paris products and it would really improve the image of the brand. It could be a good strategy.

IV – Brand Portfolio Structure

To ensure its development, L’Oréal relies on global Research and Innovation, a unique portfolio of brands organized by distribution channel, and integrated industrial production.

Groups of brands with logical descriptors :

àThe Consumer products division offers the best in cosmetics innovation to the greatest number of people on every continent. Its brands are available in mass-market channels such as hypermarkets, supermarkets, drugstores and traditional stores. The division is the point of the bunch’s journey to win over a further billion purchasers.

àL’Oréal Luxe offers both men and women throughout the world an array of prestigious and modern international brands with a unique heritage. The brands of L’Oréal Luxe strive to promote the different specialities of luxury beauty: skincare, make-up and fragrances.

They likewise set out to offer good quality products through a specific circulation channel, and give superb administration that regards the assorted qualities of its customers.

àActive Cosmetics division mission is to help everyone improve the quality and health of their skin, whether they are affected by sensitive skin or dermatological conditions, in all health care channels worldwide: pharmacies, beauty and health retailers, drugstores and medi-spas. Because of its exceptionally reciprocal brands, and its nearby connections with wellbeing experts, dermatologists, pediatricians and specialists honing stylish solution, the division is world number one in dermocosmetics.

àThe Body Shop with its spearheading soul, joins development, tactile experience and execution, while keeping up their qualities, specifically as to reasonable exchange and ecological insurance. Actually, it is the first brand to have introduced fair trade into the Beauty industry. Its products are distributed mainly through a network of exclusive shops.

One brand should be deleted from the L’Oréal group : Essie. This brand sullies the reputation of L’Oréal because it is not a really good quality and it doesn’t have a really good image.

No new drivers brands or subbrands should be created in the L’Oréal group, it is enough big and the goal is not to create other brands but maybe just take care of brands which are in decline.

Brand extensions?

Horizontal extension :

Creating a brand of treatment with capsules make with natural products, which helps hairs to be stronger or nails and which makes your skin to be less dry for example. It could be a good innovation for the group.



Vertical extension :

There is a potential to extend the brand vertically in creating for example spas with products from L’Oréal, it could be a luxuous new brand of spas where there could be saunas, hammams, massages...

V – Portfolio Graphics

The visual part of L’Oréal is good : it is chic, clear, simple, black and white or gold for luxuous range. Every logos or colours are coherent with the personality and values of the brand. It is modern too, for brands which are based on natural products and healthy for example there is a lot of green colour, which respects brands.

For example with The Body Shop which is the brand which respects the most the nature we can find graphics such as :

VI – Managing the brand architecture

L’Oréal has an innovation model :

L’Oréal has always elected to develop strong research because where beauty is concerned, science is essential for innovation. Its Research and Innovation model enable it to respond to the world’s vastly diverse beauty expectations.

For over a century, L’Oréal has based its advancement on a conviction: just solid examination can make restorative items that are equipped for producing genuine results. Its Research & Innovation model, novel in the beautifying agents industry, is composed around three noteworthy elements:



- Advanced Research, tasked with persistently advancing exploratory information about skin and hair as far and wide as possible,