L'oréal - Building a Global Cosmetic Brand
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
L'oréal Makes Waves Contd...
L'Oréal, which had operations in 130 countries in the world, posted a turnover of € 13.7 billion1 in 2001. The company recorded a 19.6% and 26% growth in profit in 2001 and 2002 (half-yearly results), respectively.
In 1907, Eugene Schueller (Schueller), a French chemist, developed an innovative hair color formula. The uniqueness of this formula, named Aureole, was that it did not damage hair while coloring it, unlike other hair color products that used relatively harsh chemicals. Schueller formulated and manufactured his products on his own and sold them to Parisian hairdressers.
1] April 2003 exchange rate: $ 1.08569 = 1 €.
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