History of Lancome (LRLCY Company)
LRLCY S.A. is the L'Oreal Paris company which works with many subsidiaries who generally specialize in beauty products for men and women. The L'Oreal Company is the LARGEST cosmetics and beauty company in the world. This company is publically owned and is very well known across the world for their professional and mass-market products. Their products are available in drugstores, salons, perfumeries, department stores, and mass-market retail chains. LRLCY owns a number of different brands, which of most we are familiar including: <b>Lancome, L’Oreal Paris, Garnier, Le Club des Createurs, Maybelline New York, Softsheen.Carson, L’Oreal Professionnel, Kerastase, Redken, Matrix, Pureology, Mizani, Shu Uemura Art of Hair, Keraskin Esthetics,YSL Beaute, Giorgio Armani, Biotherm, Cacharel, Diesel, Helena Rubinstein, Kiehl’s, Ralph Lauren, Shu Uemura, Viktor & Rolf, and Maison Martin Margiela,Vichy, La Roche Posay, Inneov, SkinCeuticals, and Sanoflore.</b>
LRLCY S.A. is the L'Oreal Paris company which works with many subsidiaries who generally specialize in beauty products for men and women. The L'Oreal Company is the LARGEST cosmetics and beauty company in the world. This company is publically owned and is very well known across the world for their professional and mass-market products. Their products are available in drugstores, salons, perfumeries, department stores, and mass-market retail chains. LRLCY owns a number of different brands, which of most we are familiar including: <b>Lancome, L’Oreal Paris, Garnier, Le Club des Createurs, Maybelline New York, Softsheen.Carson, L’Oreal Professionnel, Kerastase, Redken, Matrix, Pureology, Mizani, Shu Uemura Art of Hair, Keraskin Esthetics,YSL Beaute, Giorgio Armani, Biotherm, Cacharel, Diesel, Helena Rubinstein, Kiehl’s, Ralph Lauren, Shu Uemura, Viktor & Rolf, and Maison Martin Margiela,Vichy, La Roche Posay, Inneov, SkinCeuticals, and Sanoflore.</b>
The LRLCY Company was founded in 1909 in Clichy, France and is currently run by CEO and Chairman Jean-Paul Agon. He has remained CEO of the Company since 2006, and in March 2011 was appointed chairman. Agon has over 60,000 employees working under him in every section of the Company. The Company's headquarters remain in Clichy, France and have many partnerships across the globe.
More specifically, this blog will focus on the Lancome Company.
Legal Issues
The L'Oreal Company has had various legal issues specifically pertaining to racial discrimination and animal testing. In 2005, Elyse Yanoiwtz requested a plea to the Supreme Court of California for retaliatory termination of Jack Wiswall, former general manager of perfumeries. Wiswall visited a store that Yanowitz was managing and requested that she fire her dark-skinned sales girl, regardless of her satisfactory performance, because he felt that she was not "the" image of the L'Oreal Company. Instead, he pointed to a white, blonde-haired woman and quoted, "God dammit, get me one that looks like that!" However, Wiswall retired the following year.
In 2007, Garnier and an external recruitment agency were both fined 30,000 (Euros) for intentionally excluding non-white women for their recruitment. The Garnier Company challenged the case but was found guilty of the claims.
In 2011, the British Advertising Standards Authority banned a Lancome ad that featured Julia Roberts and Christy Turlington for representing and promoting self-image, which is a major problem amongst women and young girls in the UK. The ad presented an airbrushed look, which seemed artificial and unnatural. The Lancome ad is not banned in the United States.
Social Issues
One key issue that the L"Oreal Company has been battlling for years is the possibility of animal testing. CEO, Jean-Paul Agon stated that the Company has not involved any type of animal testing to finished products since the year 1989. However, Naturewatch, an anti-animal testing protesting group claimed that the Company confides in research companies that test their ingredients on animals. The L'Oreal company representatives deny these claims and continue to promote themselves as a company that is "Cruelty-free".
Advancements in the Company
Currently the L'Oreal Company has teamed up with actress Kate Winslett and the Golden Hat Foundation and a percentage of profits will go towards kids living with autism. (September 2011).
Lancome is good for issuing free travel-size/sample size gifts with a minimum purchase at it's department store counters. This is a year-round activity that has gained a lot of customer loyalty over the years.
Suggestion for the Company:
I suggest that Lancome create a permanent line of lipsticks or another specific product that donates a significant percentage of profits to a foundation year-round, rather than just for a limited time like the Kate Winslett line. Having one continuous product line that is specifically continued for a cause would possibly create more customer loyalty.
New Markets in the Company
Lancome has opened up to a new community: the Youtube community. Lancome has hired Michelle Phan, the #1 most subscribed beauty guru on Youtube to be their Video Market Leader. Channeling through such a popular website gains a lot more attention to the brand and a lot more exposure. Michelle also markets the brand through her own personal channel: http://www.youtube.com/user/MichellePhan which has over 1,000,000 subscribers and over 400,000,000 video views.
Suggestions for the Company:
I suggest that the company enlarge their target market to younger women in the 20's. Lancome is well known for the anti-aging serums and treatments, and many makeup artists recommend that young women in teh 20's began anti-aging treatments once they reach their early to mid-20's to prevent wrinkling and sun/skin damage. I've always thought of Lancome as an "old lady" brand because those are generally the type of women that I see flocking around the counters, or even working there. The company has a lot of good products that should be marketed towards younger girls since the brand has a strong reputation for timeless beauty.
Legal Issues
The L'Oreal Company has had various legal issues specifically pertaining to racial discrimination and animal testing. In 2005, Elyse Yanoiwtz requested a plea to the Supreme Court of California for retaliatory termination of Jack Wiswall, former general manager of perfumeries. Wiswall visited a store that Yanowitz was managing and requested that she fire her dark-skinned sales girl, regardless of her satisfactory performance, because he felt that she was not "the" image of the L'Oreal Company. Instead, he pointed to a white, blonde-haired woman and quoted, "God dammit, get me one that looks like that!" However, Wiswall retired the following year.
In 2007, Garnier and an external recruitment agency were both fined 30,000 (Euros) for intentionally excluding non-white women for their recruitment. The Garnier Company challenged the case but was found guilty of the claims.
In 2011, the British Advertising Standards Authority banned a Lancome ad that featured Julia Roberts and Christy Turlington for representing and promoting self-image, which is a major problem amongst women and young girls in the UK. The ad presented an airbrushed look, which seemed artificial and unnatural. The Lancome ad is not banned in the United States.
Social Issues
One key issue that the L"Oreal Company has been battlling for years is the possibility of animal testing. CEO, Jean-Paul Agon stated that the Company has not involved any type of animal testing to finished products since the year 1989. However, Naturewatch, an anti-animal testing protesting group claimed that the Company confides in research companies that test their ingredients on animals. The L'Oreal company representatives deny these claims and continue to promote themselves as a company that is "Cruelty-free".
Advancements in the Company
Currently the L'Oreal Company has teamed up with actress Kate Winslett and the Golden Hat Foundation and a percentage of profits will go towards kids living with autism. (September 2011).
Lancome is good for issuing free travel-size/sample size gifts with a minimum purchase at it's department store counters. This is a year-round activity that has gained a lot of customer loyalty over the years.
Suggestion for the Company:
I suggest that Lancome create a permanent line of lipsticks or another specific product that donates a significant percentage of profits to a foundation year-round, rather than just for a limited time like the Kate Winslett line. Having one continuous product line that is specifically continued for a cause would possibly create more customer loyalty.
New Markets in the Company
Lancome has opened up to a new community: the Youtube community. Lancome has hired Michelle Phan, the #1 most subscribed beauty guru on Youtube to be their Video Market Leader. Channeling through such a popular website gains a lot more attention to the brand and a lot more exposure. Michelle also markets the brand through her own personal channel: http://www.youtube.com/user/MichellePhan which has over 1,000,000 subscribers and over 400,000,000 video views.
Suggestions for the Company:
I suggest that the company enlarge their target market to younger women in the 20's. Lancome is well known for the anti-aging serums and treatments, and many makeup artists recommend that young women in teh 20's began anti-aging treatments once they reach their early to mid-20's to prevent wrinkling and sun/skin damage. I've always thought of Lancome as an "old lady" brand because those are generally the type of women that I see flocking around the counters, or even working there. The company has a lot of good products that should be marketed towards younger girls since the brand has a strong reputation for timeless beauty.
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