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1、HistoryofL'OREALMarketstrategy-Product-Starendorsement-PublicrelationsTHEHISTORYIn1909,youngchemistandnaturalentrepreneurEugèneSchuellersetsupthecompanythatwilllaterbecomeL’Oréal.1900-1950-Firststeps:themodeltakesshapeEverythingbeginswithoneofthefirsthairdyes,whichhedesigns,producesandsellstohair
2、dressersinParis.ThemoveforgesthefirstlinkinthechainthatistobecomeL’Oréal“DNA”:usingresearchandinnovationtoenhancebeauty.1900-1950-Firststeps:themodeltakesshapeThesearetheformativeyearsof“LeGrandL’Oréal”.AttheinstigationofChairmanFrançoisDalle,theGroupstartstoexpandinternationally.Acquisitionsofst
3、rategicbrandsmarkthebeginningofaperiodofspectaculargrowthforthecompany.Emblematicproductscomeintobeing.Thecompanymottois“Savoirsaisircequicommence”(seizenewopportunities).1957-1983-L’OréalontheroadtogreatnessThesetwelveyearsaremarkedbyagreatperiodofgrowthforL'Oréal,mainlydrivenbythesignificantinv
4、estmentsmadebythegroupinthefieldofresearch.Alongsidetheseeffortsarestrategicproductlaunchesthatnotonlymakehistory,butalsosucceedinstrengtheningtheGroup’sbrandimage.In1988,FrançoisDalle'ssuccessor,theresearchanddevelopmentpioneerCharlesZviak,handsoverthereinsofthecompanytoLindsayOwen-Jones,atrulyo
5、utstandingdirector.Underhismanagement,theGroupwouldcompletelychangeinscopetobecometheworldleaderincosmeticsthroughtheworldwidepresenceofitsbrandsandstrategicacquisitions.1984-2000-Becomingnumberoneinthebeautyindustry1985“PalomaPicasso”thefragranceofanextraordinarywomanPalomaPicasso,fashionandjewe
6、llerydesigner,daughterofasymbolicfigureandherselfacharismaticspokeswomanofthe80s.Shegivesthefragrancehername,designsthebottle,selectsitscomposition–aheady,distinguishedchypré–andwrapsitinred,hersignaturecolour,unimaginableatthetimeinperfumery.Shepullsitoffmasterfully:thebrandisaninstantsuccessthr
7、oughouttheworld.Withaportfolioofpowerful,internationalbrands,L’Oréalentersthe21stcenturybyembracingdiversityinitsglobalgrowthagenda.Headedsince2006byChairmanLindsayOwen-Jones,andChiefExecutiveOfficerJean-PaulAgon,theGr
