week 5 l'Oreal's marketing plan

L'Oreal is known for its diverse brand house which includes brands
like L'Oreal Paris, Maybelline, Garnier, Soft Sheen Carson, Matrix,
Redken, L'Oreal Professional, Vichy, Armani, Cacharel, Ralph Lauren and so on.
L'Oreal's brand architecture is like a brand pyramid which is used to target different group or level of people.

L'Oreal embodied culture flexibility. Many star brands in L'Oreal's brand house are from different culture, but their original culture did not vanish because of being managed by a French company. When a lot of companies are trying to integrate different cultures, on the contrary
L'Oreal tends to develop multi-culture in its underlying brands.
This marketing plan proved to be very successful in reality and even played a key role in L'Oreal's success. The most representative example is
Maybelline New York. L'Oreal developed Maybelline's brand culture instead of upsetting it after its acquisition of Maybelline. The sales figure dramatically rose after the acquisition and Maybelline product
enter into more than 90 countries. Maybelline became a stylish global
brand for all women all around the world from a merely regional brand.
L'Oreal provides a platform for the brands under its brand
architecture. Every brands target at a specific market and keep the
specialty of its own brand. At the same time fit into the overall
brand pyramid.