Question

Introducing Plenitude in the US:

• Comparing L'Oreal's strategy for Plenitude in the US vs. France, what are the main similarities and differences?
• What are the differences between the skincare markets in the US and France? Did L'Oreal sufficiently adjust their strategy to address these differences?

Answer 1

In 1988, L’Oreal was introduced Plenitude in the US market and    introduced in France in the year 1982. The similarities between the L’Oreal strategy for US and France are class to mass strategy by drop down the high end technology from high end section to mass market. On the other hand, in the France marker, , L’Oreal management was grabbed the right audience with addressing the right needs.

In terms of a research study, it has been found that wide number differences existed between the France and US market. Basically, France market is basically high end luxury market in the skin care domain and most of the products were very costly. Therefore, the mass market strategy in the France market was hugely attracted a huge amount of consumer and lack of competitions provided a huge market to the share to the L’Oreal. On the other hand, the number of high end luxury brand in the US market was comparatively lowered than Frace market. As a result of that, completions was high in the US market that affected the market strategy of L’Oreal management.