Case study of L'OREAL : innovation and growth strategy

Case study of L'OREAL : innovation and growth strategy
Lee, Seung-Joo
L'Oreal; innovation; growth strategy; cosmetics
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Series/Report no.
KDI Working Paper Series;05-06
L’Oreal is the world leader in cosmetics and beauty products with revenues of $15.5 billion. The company has been able to grow twice as fast as the industry average and has reported double-digit profit growth for the 20th consecutive year in 2004. Its market leadership has been sustained through continuous product innovation, brand renewal and international expansion. This paper examines L’Oreal’s innovation and growth strategies in order to identify its key success factors and learn best practices in strategic innovation, brand management and globalization strategies.
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