2 Analysis of the marketing activities of the company l'Oréal

2 .1 Organizational and economic characteristics of l'Oréal

L'Oreal today - the world's leading cosmetics market, the company is number one in the world producing means of perfumes and cosmetics.

Corporation «L'Oreal» is the world's largest cosmetics manufacturer with a turnover of over 14 billion euro. This income it provides nearly 51,000 employees in 130 countries.

The company currently operates in 4 directions, releasing not only cosmetics, but cosmetics and skin care products, hair products and perfume.

At the moment, the market of beauty are more than 2000 items from the company «L'Oreal», as well as about 500 brands. The company's products in the segment of "mass-market" segment and a class "lux". L'Oréal Professionnel provides exclusive professional solutions to all problems of hair care and hair styling.

L'Oréal Professionnel products is created through the use of high technology, Collections coloring in keeping with the latest fashion trends.

L'Oréal Professionnel - is more than 400 patents per year and more than 2900 researchers worldwide. It is the creation of new products and formulas and continuous improvement of existing products.

L'oreal company established by Frenchman Eugène Schueller. In 1907 he patented two formulas hair colors: Noir et Or (black and gold) and L'Auréale. Hence was born the name of the company, which combines images inspired by French words l'or (gold) and l'aureole (halo). In 1909 in his small one-bedroom apartment in Paris Eugène Schueller founded the "French company safe hair dyes» ("La Société Française des Teintures Inoffensives"), which later, in 1939, became known as L'Oreal.

After World War opens a new era. Throughout the world, women work, earn money, start to care about their appearance and strive to ensure that gray hair did not give their ages. Paints "Oreal" acquire success, both in France and abroad. In Italy, the product appears in 1910, in Austria - in 1911, in Holland - in 1913, followed by the United States, Canada, England, Brazil and Russia. Eugène Schueller, developed the first formula for bleaching hair and realized that owns a real treasure. Hollywood stars, headed by Jane Khorloo, the main protagonist of the film "Platinum Blonde", open fashion on blond. In hairdressing salons bleach powder L'Oreal Blanc (White L'Oreal) creates a furore among fashionistas.

In 1935, once traveling on his boat "Edelweiss", Eugène Schueller own experience felt the negative impact of sunburn: suntan oil represented by the market, not protected from dangerous solar radiation. It was after this first release Eugène Schueller protective oil from the sun Ambre Solaire with filter. With the opening of the era of leisure Ambre Solaire became its first attribute, and the fragrance of roses and jasmine in 1937 becomes synonymous with flavor vacation.

Coco Chanel introduces fashion for short hair that fall through waves permed. But this required the use of stacking rack dryers and electric curlers that simultaneously cluttered hairdresser's salon and was inconvenient for clients. Running in 1945 Oreol, cold perm, combining the active oxidant and lock, L'Oreal makes a revolutionary contribution to the foundations of hairdressing salons and provides women with the result as a natural curly hair. Marilyn Monroe and Brigitte Bardot are the new stars of the screen, all women want to be like them. In search of a more subtle and natural shades L'Oreal creates in 1955 first coloring shampoo Colorelle.

At the dawn of the 21st century, L'Oreal remains true to its roots, focusing on innovation, excellence and knowledge transfer. To maintain its leading position in the market where there are always new products, you must maintain a continuous rhythm exploration and development of innovations. For L'Oreal beauty - is primarily a scientific adventure, with all its hopes, great achievements and undeniable successes.

Today, in the XXI century, the company attaches great importance to improving its product range and developing new products, constantly searching and striving for new achievements.