Brand Positioning of L'Oreal

L'Oreal is the world's leading company in cosmetics and beauty care products and has a registered office in Paris. It's involved in cosmetics business concerning skin products, hair products, perfumes, make-ups , sun protection and so on.

In 1909, Eugène Schueller, a young chemist with an entrepreneurial spirit, founded the company that was to become the L’Oréal group. It all began with one of the first hair dyes that he formulated, manufactured and sold to Parisian hairdressers. With this, the founder of the group forged the first link in what is still the DNA of L’Oréal: research and innovation in the service of beauty. 

On 31 July 1919, Schueller registered his company, the Société Française de Teintures Inoffensives pour Cheveux (Safe Hair Dye Company of France). The guiding principles of the company, which eventually became L’Oréal, were research and innovation in the field of beauty. In 1920, the company employed three chemists. By 1950, the teams were 100 times strong and that number reached 1,000 by 1984. 

This is their very first model/logo

Analysis of Brand positioning

Loreal's target customer are mostly women but they are also focusing on men these days. It is a high end brand which indicates that their target customers are people with high income. Using this brand gives them a touch of class and sophistication.As customers perceive L'Oreal as a favorable brand, it has thus successfully created a positive and distinct image in the minds of customers, which further strengthens its positioning.

Loreal's tagline is-

 "BECAUSE I'M WORTH IT". 

This tagline has a it's own uniqueness and there is no doubt that this tagline was determined by a woman. I am worth using his product because i deserve the best.Thus loreal is claiming itself the BEST and also ensuring the best product quality. This tagline gives confidence to a customer and creates definite value among them. 

L'Oreal's new Collection Exclusive Pure Reds campaign with a celeb-packed advertising campaign. This campaign included women from different regions of different countries. By using this sophisticated brand, customers can gain a look similar to celebrities and this again creates a belief among the customer, further establishing the positioning in the minds of customers.

So Loreal is positioning by product attributes,values and beleief as well.

Recommendation:

L'Oreal as a brand is doing very good work in their own field of expertise. As I have mentioned earlier, their target market is people with high income. But as their price is quite high, and if they lower their price a bit ensuring the same quality, they can attract a larger customer market. 

Reference:

Keller , K. L. (2013). Strategic Brand Management . England: Pearson Education

Official website of L'Oreal. Retrieved from  http://www.loreal.com/group/history/1909-1956.aspx 

One of the campaign's of L'Oreal.