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A Celebration and a Lesson
By: Jeff Falk
Posted: October 5, 2009, from the October 2009 issue of GCI Magazine.
- Consumer testing has always been a priority.
- Consumers recognize quality, and always choose products that provide something extra in terms of performance, results and satisfaction.
- The interaction between the brands’ marketing departments and the labs is significant.
GCI: In what ways was marketing in 1909 similar to marketing in 2009? What do these similarities tell us about deep-seated consumer habits?
L’Oréal: It’s been said that beauty is universal and that the quest for innovation and quality is limitless. Throughout the past 100 years, L’Oréal has worked diligently to meet the aspirations and needs of different cultures around the world, which has helped broaden the concept of beauty and made the company what it is today. We’ve developed a creative approach where we observe and understand the markets, and seize opportunities by listening to consumers and trusting our intuition. In addition, research and development has always been the foundation of L’Oréal, and, together with the marketing teams, has produced amazing innovations in beauty. Unquestionably, the best successes in marketing come from our diverse teams who are passionate about beauty.
Whether marketing in 1909 or today, one goal remains constant: to supply consumers with the products necessary to fulfill their needs. In order to fully understand consumer habits, L’Oréal works with consumer focus groups on an ongoing basis. We are the experts in consumer testing, which has always been a priority for us throughout our history.
GCI: How does the company balance its portfolio of iconic products with the search and execution of the next “big” product launch? How do you support the products that helped make the company what it is while fostering new launches?