L'ORÉALBegüm Çeliktutan Yavuz Selim Elmas

Mission: Beauty for all■ Beauty is a language■ Beauty is universal■ Beauty is a science■ Beauty is a commitment■ L’Oréal, offering beauty for all

Brands

L'Oréal's Worldwide Performances in 2014 by

Geographic Zone

Competition

SWOT ANALYSIS

STRENGTHS:■ Research and Innovation■ Diversified range of products■ Digitalization■ Leader in the growing

cosmetics industry■ High-end advertising adapting

to the culture of target audience

WEAKNESSES:■ Dynamic nature of cosmetic

industry■ Severe competition in

cosmetics industry■ Decentralized organizational

structure

SWOT ANALYSIS

OPPORTUNITIES:■ Strong demand in organic

products■ Global brand recognition■ Growing market■ Greater market share (the

numerous patents registered by the Company)

THREATS:■ Global economic crisis■ Changes in consumer

demands and preferences

L’Oréal Türkiye

■ Carry on business since 1980s■ Beauty products for both men and women

Consumer Products, L’Oréal Lux, Proffessional Products, Active Cosmetics ■ Geographic zone: Eastern Europe■ 21 brands, one of them is local (İpek)■ Employment for 10,000 people

L’Oréal Türkiye

■ One of the countries contributing most to L’Oréal’s global growth goal of 1billion customers

Fast growing middle classIncreasing usage rate in cosmeticsYoung populationIncreasing digitalizationIncreasing investmensEconomic potential

InVisible

Survey Outlinen= 115Average age = 24.07 Sincerity of the participants is carefully examinedMakeup patterns / makeup productsthings that affects their makeup such as; societal, cultural and religious values

Data suggests thatWomen prefer natural make upWomen prefer natural outlook

Women think make up is harmful for their skin

■ 24/ 114 clearly claim that they are not doing make up ■ However, only 5 of that 24 women actually are not wearing any kind of make up.■ The remaining 19 of them are using at least two make ups,■ These 24 /24 also defines themselves as believers, having a faith

Their answers

■ My make up is only for the spots in my face, if I used powder,lipstick,eye kohl, mascara, then you could name that as my make up

■ I do not wear any makeup, if I do, I just use mascara

■ ‘I am sinner, I am aware of that’

■ ‘Eventhough it is contradictinh with my beliefs, unfortunately I am doing it’

Data suggests thatConservative women generally thinks that make up is contradicting with their beliefs, however they couldn’t help themselves to stop it. They try to overcome this contradiction by trying to achive natural look.

For those who wants natural makeup

For those who wants natural outlook

and

For those who would like to wear makeup but not feeling herself contradicting with her values

We have created L’oreal InVisibleMinimize harm to skin

Natural, organiz ingredients

Color palet of matt and soft tones

Makeup set that shows itself much less than any other makeup products

Pricing

42 TL 35 %

Plus standard methods

Instagram Trendsetters

Secret Tagging Approach

Natural Make Up Flipagram Videos

Natural Make Up Training

Place ■ Highly sophisticated supply chain which covers all information flows

and end-to-end physical flows

■ Revamped information systems to the highes accuracy

■ The traditional channels; selective, mass market, pharmacies and hair salons 

■ Distribution is now omni-channel with e-commerce and a multitude of points of sale