Integrated Marketing Communications Assignment Sample

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Introduction

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1.1 Organisational Background

L’Oréal S.A. is a French firm based in Clichy, Hauts-de-Seine, with a registered office in Paris. As the world’s biggest cosmetics firm and with a focus on hair colour, skincare products, sunscreen, make-up, and perfume, it has established activity in the industry (Sutariani, Putri and Ariyaningsih, 2021). The L’Oréal Group was established in 1909 by young chemist Eugène Schueller, who had an enterprising flair. Hairdressers in Paris were introduced to one of the earliest hair dyes that he designed and made himself. As a result of this, L’Oréal’s founder laid the foundation for the company’s core values: research and technology in the service of Beauty.

An English graphic director who was only 23 years old at the time of the introduction of “Because I’m worth it” as L’Oréal’s advertising slogan in 1973 was responsible for the creation of the phrase. As part of its “Sharing Beauty with All” sustainability goal, L’Oréal committed to lessening the environmental effect of all of its goods (Campos, 2018). Among L’Oréal’s pledged goals were reducing the company’s carbon impact by 60%, empowering “every L’Oréal customer to make sustainable consumption decisions while improving the beauty of the planet,” and providing care, social welfare, and training for its staff wherever they are in the world.

1.2 Chosen Product

It has been announced that L’Oréal S.A. is releasing a new line of CTM (“Cleansing, toning, and moisturizing”) products in the UK that includes natural green tea extracts. A wide range of skin types would be able to utilize the products, which are mostly manufactured from natural substances like green tea as well as natural berry extracts, with no preservatives (González-Minero and Bravo-Díaz, 2018). The need for natural components and paraben and alcohol-free products will be the primary considerations in the development of this product. Because of this, instead of using plastic tubes, recyclable containers will indeed be utilized so that the items do not affect the environment in any kind. As a result, the items will be rich in antioxidants and nutrients, which in turn will assist to maintain a healthy complexion. As far as purchase and extraction are concerned, this cosmetics line promises a low carbon impact. Natural ingredients from the Pahadi community have been used to make these items, and they are provided to the customers in their purest form. 

1.3 Target Market

Using its 34 brands across many product categories, it has developed a differentiation strategy to appeal to a wide range of clients, many of whom are middle- and upper-class individuals who are proud to display their identities. Because of its emphasis on Universalisation, the company has established itself as the most ethical cosmetics and beauty care provider, acknowledging the many cultural backgrounds, p