Operational Marketing: Lāoreal & the Body Shop
Essay title: Operational Marketing: Lāoreal & the Body Shop
OPERATIONAL MARKETING: LāOREAL & THE BODY SHOP
LOreal is one of the largest cosmetics companies in the world. It produces and markets a range of make-up, perfume, hair and skin care products. The companys products are sold under well-known brands such as LOreal Paris, Garnier, Maybelline, SoftSheen Carson, CCB Paris, LOreal Professionel, Kerastase, and Redken.
It markets 19 global brands through three divisions: cosmetics (comprising of skincare, haircare, make-up, hair colorants, perfumes and other products), The Body Shop (it has become a part of LOreal after its acquisition in March 2006) and dermatology (comprising of drugs for acne treatment and others).
The cosmetics division of LOreal operates through four segments: professional products, consumer products, luxury products and active cosmetics. LOreal has a diversified geographic presence. The company currently has operations in over 130 countries across five continents.
The different brands associated to the four divisions of lāOrŠ¹al are the following:
Professional products
Consumer products
Luxury products
Active cosmetics
On 17 March 2006, LOrŠ¹al made a Š652 million agreed takeover of ethical cosmetics company The Body Shop. There was a huge controversy surrounding claims that LOreal continues to test on animals, which contradicts