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Publications

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  • April 2005 (Revised February 2006)
  • Case

L'Oreal and the Globalization of American Beauty

By: Geoffrey G. Jones, David Kiron, Vincent Dessain and Anders Sjoman
Examines L'Oreal's acquisition of leading U.S. cosmetics brands, including Maybelline, Redken, and Kiehl's, and their subsequent renewal and globalization. Reviews the history of L'Oreal, now the world's largest cosmetics company, from its origins in France in 1907.... View Details
Keywords: Management; Corporate Strategy; Problems and Challenges; Brands and Branding; Business History; Globalization; Acquisition; Beauty and Cosmetics Industry; Consumer Products Industry; France; United States
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  • March 2006 (Revised October 2006)
  • Teaching Note

L'Oreal and the Globalization of American Beauty (TN)

By: Geoffrey G. Jones
Teaching Note to 805086. View Details
Keywords: Beauty and Cosmetics Industry
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  • October 1997
  • Case

L'Oreal of Paris: Bringing 'Class to Mass' with Plenitude

By: Robert J. Dolan
L'Oreal's strategy is to "trickle down" technology over time from high-end outlets like department stores to mass-markets, such as drugstores. The mass market brand Plenitude has become the market leader in France, but even eight years after introduction in the United... View Details
Keywords: Problems and Challenges; Marketing Strategy; Brands and Branding; Globalization; Beauty and Cosmetics Industry; Retail Industry; France; United States
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  • July 1998
  • Teaching Note

L'Oreal of Paris: Bringing "Class to Mass" with Plenitude TN

By: Robert J. Dolan
Teaching Note for (9-598-056). View Details
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  • November 2012
  • Case

The Universalization of L'Oréal

By: Rajiv Lal and Carin-Isabel Knoop
In 2010, half of the world's cosmetics sales came from the so-called emerging markets for the first time; L'Oréal opened three new subsidiaries, in Egypt, Pakistan, and Kazakhstan; and the Paris, France-based cosmetics and personal care powerhouse declared its... View Details
Keywords: Retailing; Marketing; Cosmetics Industry; L'Oreal; India; R＆D; Globalization; Product Development; Research and Development; Emerging Markets; Retail Industry; Latin America; Asia; Middle East
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  • August 2010 (Revised October 2014)
  • Case

Herborist

By: John Deighton, Leora Kornfeld, Yanqun He and Qingyun Jiang
Global brands such as L'Oreal and Oil of Olay dominate China's skin care market. A Chinese domestic brand, after some success in partnership with Sephora in Europe, aspires to challenge the French and U.S. brands' hold on the China market. It must decide how to segment... View Details
Keywords: Cross-Cultural and Cross-Border Issues; Product Marketing; Product Positioning; Demand and Consumers; Competitive Strategy; Segmentation; Beauty and Cosmetics Industry; China
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  • September 2005 (Revised November 2006)
  • Case

AmorePacific: From Local to Global Beauty

By: Pankaj Ghemawat, Carin-Isabel Knoop and David Kiron
Suh Kyung-Bae, the President and CEO of AmorePacific, a South Korean cosmetics company, was an ardent globalizer. In its home market, AmorePacific had held off major multinational players such as L'Oreal and Estee Lauder and had engaged them in markets around the... View Details
Keywords: Globalized Firms and Management; Local Range; Global Range; Global Strategy; Beauty and Cosmetics Industry; South Korea
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  • Profile

Fereshteh Zeineddin

As Fereshteh Zeineddin sees it, beauty is much more than skin deep. Her passion for cosmetics (she was a L'Oreal sales manager for two and a half years) is rooted in her appreciation for what beauty can mean. "I am inspired"... View Details
  • 01 Apr 1998
  • News

World Class Learning

'96), was recently promoted to director of National Accounts with L'Oreal in Spain. "Prior to my MBA studies," says Baeza, a Swiss native, "I had been working in Switzerland for Nivea for four years as a group product manager in the... View Details
Keywords: Eileen K. McCluskey
  • 05 Apr 2011
  • First Look

First Look: April 5

ability to integrate the efforts of non-Chinese leaders are involved. Purchase this case:http://cb.hbsp.harvard.edu/cb/product/311074-PDF-ENG Herborist John Deighton, Leora Kornfeld, Yanqun He, and Qingyun JiangHarvard Business School Case 511-051 Global brands such as... View Details
Keywords: Sean Silverthorne
  • Web

Online Digital Marketing Strategy Course | HBS Online

Digital Era Explore digital technologies and innovations introduced by direct-to-consumer (DTC) companies, their associated marketing risks and challenges, and how to reshape your marketing practices to compete with emerging brands. Highlights Nicholas Ling, Pattern... View Details
  • Web

Credential of Digital Innovation and Strategy | HBS Online

6 Modules Digital Marketing Strategy Craft data-driven digital marketing strategies that effectively reach, convert, and retain customers in a dynamic business environment. Highlights Asmita Dubey, L'Oreal CMO Complexities of the Funnel... View Details