Loreal Paris was established by a young chemist Eugene schueller in 1909.

It began creating hair dye

and selling it to Parisian hairdressers. but moved into hair styling products, beauty products and
makeup over the decades until they had six research centres throughout the world.
The famous loreal slogan has evolved three times. Loreal has one of the most famous advertising
slogans but it had subtly changed over the last 20 yrs. In the mid 2000s it was “Because I’m worth it”
but it was replaced by “Because You’re Worth it” to involve the consumer more, following some
consumer psychology research Lo’real changed it agin to “Because We are all Worth it”, so that they
could communicate even more consumer involvement.

Loreal has a big portfolio and hence a huge brand mix length. It’s consumer products are garnier ,
Soft sheen carson, Ralph lauren frangrances, etc. and its professional products include Loreal Paris,
Karastese Paris etc.
Innovations in beauty care & cosmetics have helped the company to bag
many awards and accolades over the years such as World’s most ethical
company award by Ethisphere Institute, Pan European awards etc.
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.
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.
Throughout its history, L’Oréal was always standing for beauty and self-care.
From the very beginning, the company becomes known for its innovative products,
and to this day it stays true to its initial values. The product range of L’Oréal is
very extensive and diverse. The brand made sure to have something suitable for
every person and make beauty and self-care more accessible. 

L’Oréal uses a mix of traditional and unconventional marketing to promote the

brand and its products. We can probably recall watching an ad by L’Oréal on TV.
The bright and engaging commercials of this brand are quite popular and very
often they feature renowned artists, models, etc.
Also, we can meet L’Oréal ads in printed media, on billboards, etc.
 Together with this, Loreal successfully uses its social media pages to promote the
brand and to communicate with the customers. The brand uses social media pages
to present its achievements, innovations, and keep connected with the customers.

Besides, L’Oréal presents new, interesting, and engaging campaigns all the time.
They attract more attention to the brand and as a result, maintain its strength and
popularity. Also, the brand is actively engaged in sponsorships and takes part in
different initiatives. All these steps are used to promote the brand, strengthen brand
image, and increase its value.
When it comes to social approval, L’Oréal uses various strategies. Like many
companies nowadays, L’Oréal has also adopted sustainable management and
presents itself as a responsible brand. The brand thinks that its excellence should
be visible not only in its products but also to the impact that it has on the
environment and the society. L’Oréal continuously works to improve its ecological
and social impact. The brand does all the mentioned steps not only related to their
products but also takes part in different initiatives to help our planet and create a
better future for all.
Now, talking about messege strategy
This picture depicts a quite typical scene promoting a cosmetics product. The
description presents all the benefits that the product has. The woman applies
lipstick in the street, which shows that she finds time to take care of herself
anytime and everywhere. 

All the discussed details indicate that L’Oréal has adopted the Caregiver brand
archetype. This archetype stands for care, protection, and helping others. The
motto of Caregivers is “Love your neighbor as yourself!” and the main idea of this
archetype is carefulness.

Loreal Paris used Integrated marketing communicatiokns strategy to become a sensational success