L'Oreal's Plenitude Line Promotion

Initially, L'Oreal has developed innovative products that combine quality, effectiveness and safety in all cosmetics fields such as hair care, coloring, skin care, makeup, perfume etc. In France, the group sold $ 53.4 billion to Frankfurt, France, sold more than 2,000 different items and 500 brands. It is operated in over 150 countries. The Plenitude collection includes 14 kinds of daily care and cleanser which has been advertised in the United States (USA) since 1988. Seven years later, sales reached 63.4 million dollars, showing a loss of 12.5 million dollars.

L'Oreal currently offers the following products in the Netherlands: Plenitude and Recital under the L'Oreal brand and Ambre Solaire under the Garnier Institute brand. L'Oreal Nederland is considering whether to introduce hair dye of Synergie Skincare and Belle Couleur to the Netherlands Synergie and Bele Couleur are sold at the Garnier Institute in France. The Netherlands market faces a number of challenges, the launch of new products (especially from relatively unknown companies like Garnier) is difficult and the distributor channel is becoming more powerful. In addition, retailers offer products of their own brands and can be developed at a low price within 6 months. First, add Synergie and Belle Couleur under the name Garnier and consider placing them at the lower end of the market price. However, I think that this is inherently dangerous. L'Oreal is a leading supplier of high quality cosmetics (L'Oreal, 2012)

The main goal of L'Oreal is to spread the image of Garnier's brand in the Netherlands without adversely affecting the current market share. The company's main focus is to raise awareness of the products of the Garnier family, reduce appearance by introducing Garnier products, and meet the needs of customers in the Netherlands. L'Oreal is developing the most suitable product for the needs of the market. The company uses two strategies: a short-term operation of 0-12 months and a long-term operation of 12-36 months. The former includes the release of Garnier Synergie skin care cosmetics and the addition of L'Oreal Recital including development and refinement of L'Oreal and Garnier products, and observation of anti aging cosmetics by Synergie. The L'Oreal brand is widely accepted by customers in the Netherlands. Demand for products ranges from high-quality midmarkets to high-quality high-end products.