L Oreal and the Globalization of American Beauty Case Solution

Case Solution

Analyzes L'Oreal's acquisition of leading United States cosmetics brands, including Maybelline, Redken, and Kiehl's, in addition to their subsequent renewal and globalization. Compares the good status for L'Oreal, the earth's greatest cosmetics company, in the roots in France in 1907. The business became a member of the united states in 1953, and from 1990, extended rapidly using purchasing U.S. brands, which have been restored then taken worldwide. Focuses on Kiehl's--since 1851, a awesome New You'll be able to luxury brand--which L'Oreal acquired in 2000 which is now growing globally. Shows how L'Oreal produced a portfolio of U.S. and European brands that are now offered globally. Explores the business strategy and marketing challenges facing consumer products firms simply because they globalize and the way purchases can facilitate globalization.

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Questions Covered

1. How did L’Oreal become the world’s largest beauty company? What was the role of acquisitions in the growth?

2. L’Oreal offers consumers worldwide “American” and “French” concepts of beauty. Are there any limits to the national beauty images it can globalize? 

3. What are the global opportunities for Kiehl’s? What are the limits, if any?

4. What challenges did they face in building a global beauty business? 

5. What specific capabilities did L’Oréal have (or develop) to become the world’s largest beauty company?