Business Case Studies, Going Global Case Study, Lindsay Owen- Jones,L'Oreal's Global Makeover

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Going Global Case Study

Case Title:

Lindsay Owen - Jones: L'Oreal's Global Makeover Strategist

Publication Year : 2004

Authors: Kalyani Vemuri & T. Phani Madhav

Industry: Home Appliances and Personal Care Products


Case Code: GGL0013

Teaching Note: Available

Structured Assignment: Available

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Established in 1909, L'Oreal, the French cosmetics company, had become the world leader in the cosmetics market by 2003. The L'Oreal group marketed over 500 brands, consisting of more than 2,000 products. Its product range included make-up, perfume, hair and skin care products, which were tailored according to the consumer needs. The company believed in the strategy of innovation and diversification. In 2003, though the L'Oreal group was ranked number one in the US cosmetics market, it faced tough competition from Esteé Lauder and Procter and Gamble (P&G). This made the group refocus its business strategy. It came up with products catering to the beauty needs of different ethnic groups and genders.

Pedagogical Objectives:

  • To discuss the various strategies implemented by the L'Oreal group to be the market leader in the global cosmetic market
  • To discuss how the group is trying to sustain that position by refocusing its strategy
  • To discuss Lindsay Owen-Jones’ contribution in L’Oreal’s makeover.


  • L'Oreal- the World’s Largest Cosmetics Company
  • Early Years at the Helm
  • A United Nations of Beauty
  • O-J's Management Style
  • Future Plans

Keywords : L'OrÚal, Lindsay Owen-Jones, Cosmetic industry, Maybelline, Garnier, International acquisitions, Helena Rubenstein, Leadership Case Study, Afro-American consumers, Research and innovation at L'Oreal, Global branding

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