L Oreal The World s Largest Cosmetics And Beauty Company

Brand/Organisation: L’Orà ©al Student Name: Kerry Lynne Thompson Student Number: 130285308 Module Code: MKT1002 Degree Programme: BA Hons Marketing and Management Introduction to L’Orà ©al. L Orà ©al is the world s largest cosmetics and beauty company and has been the market leader since 2001. They market 18 brands and are divided into four categories - consumer products, professional products, luxury products, active cosmetics. They operate in many varied distribution circuits in over 130 countries (L’Orà ©al, n.d). (49 words) The External Marketing Environment in which L’Orà ©al Operates In. Political A political challenge for L Orà ©al is the requirement to conform to different government leadership styles in the various countries they operate within. They faced a decline in dermatology from its Galderma brand due to new legislations governing drugs (Euromonitor, 2005). The EU law affects L’Orà ©al, as they are restricted with their use of certain chemicals such as Phthalates, which are carcinogenic (The Rules Governing Cosmetic Products in the European Union). L’Orà ©al is obligated to produce safe products that don’t contain any harmful substances (Sadik, 2013). Also, legislation for advertising has an effect. L’Orà ©al must follow rules set by the Advertising Standards Authority. For example, advertisements cannot be misleading or over-exaggerate the functions of a product (The Control of Misleading Advertisements Regulations 1988). L’Orà ©al faced legal issues with their ElviveShow MoreRelatedCompetitor Analysis : Marketing Planning Process1406 Words   |  6 PagesAny organisation that wishes to succeed in their market, needs to analyse their competitor s strategies. Competitor analysis is a vital part of the marketing planning process. A strong competitor can hinder business success, even lead to business failure. 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