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
- Issue Date
- 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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