Topics: Globalization, Multinational corporation, Branding Pages: 4 (1646 words) Published: March 10, 2014
1.- How did L’oreal become the world`s largest beauty company? What was the role of acquisitions in the growth? L’oreal as they said had been working in the last 100 years to be called “the only beauty company “ with a presence in 130 countries, L’oreal start it success by being recognized as the leader in the body care and hair coloring products in the earlies 1934 . The main goal of the company has been the need to expand and growth in other fields of the beauty market, in order to stay alive and succesful, and also for L’oreal has been very important acquire other companies as part of their expansión and they been very inovatives preserving the integrity of the brand and making that brand known and loved around the world. In 1980 L’oreal started their globalization into new markets acquiring new companies that would form the cosmetics that we know today, the main strategy was to adopt new companies and expand it from within beliving that they will increase and legthen the internal growth rate. Francois Dalle intiated the concept of selling beauty through four chanels that are distributed diferently corresponding to diferent economic levels from accesible to luxury At the beginigng they have their own basic brands L’oreal Paris, L’oreal profesional, Kerastase and club des crèateurs de Beautè, then they move to adquire french brands such as Lancome Paris, as a luxury makeup brand, Garnier for the hair and Biotherm, that adquisitions were made in 1960. In 1980 the company take the fragances of Ralph Lauren and Helena Rubistein, also for their luxury products división. One of the best adquisitions that L’oreal had made is Maybelline, the company inovate and refresh the brand, change and complete the brand by adding new local products or also international needs sucha as the japonese lip stick, and had bécame the brand in one of the main goals of the company. After this greate adquisition L’oreal take redken, and with it complete their hair care división, when...
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