L'oreal Bringing Class To Masses
Introduction
Nine years after introduction of Plﾃｩnitude to the US market, Lﾂ前rﾃｩal was still making losses. Some of the treatment creams were successful as niche products (e.g. Revitalift) but to be able to succeed in the daily moisturiser market, Lﾂ前rﾃｩal has to reposition its value proposition for the mass market.
Analysis
Lﾂ前rﾃｩal was an established brandname in the US for haircare products, which should have eased successful market entry into the facial cream category. By introducing Plenitude, a new brand with a foreign sound, L'Oreal had not established category membership effectively for each range of products. Customers either were not aware of or did not appreciate the key points of parity to make this connection. The marketing mix was not tuned to the US customer and therefore the key message was lost to clarify the product benefits to the customer. Plenitude had become market leader in France by targeting all potential buyers. However, the demographic usage in......
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