It is the final presentation of our team research on the Lancome strategy as global leader in the beauty industry.

1. Lancôme

2. History
1935 Armand Petitjean, a 20-year veteran of the cosmetics
business, launched Lancôme. The new company debuted at the
Exposition Universelle in Brussels with a line of five fragrances.
1937 Lancôme created Nutrix, its first skincare product
described as a “miracle cream”, and its first lipstick line, Rose de
France.
1952 Trésor fragrance debuted in an elegant
diamond-shaped bottle designed
Delhomme, Coty’s artistic director.
by
Georges
1955 Lancôme products were already available in 98
countries around the world.

3. 1964 Close to bankruptcy, the company was acquired by
L’Oréal. Marcel Petitjean only accepted L’Oréal’s offer
provided that its CEO, François Dalle, would have
continued to honor Lancôme’s original mission.
1981 The popular model Isabella Rossellini
signed an exclusive deal as the international
testimonial for the brand. The relationship
lasted for fourteen years.
2003 Gucci Westman was hired as international artistic director.
2013 Lancôme started a partnership with Alber
Elbaz, Lanvin`s designer. The aim is to create a
collection in step with the company’s intrinsic
values, conveying an allure of haute couture and
avant-garde feeling.

4. The name and insignia are inspired by the wild roses in the
Château de Lancosme in the central France.
Philosophy and Values:
“Beauty with an unmistakably French accent”
First Lancôme Slogan- 1956 Vogue
 Femininity
 Joie-de-vivre
 Elegance
Brand Strategy:
Premium
 High end position in the beauty industry
 Luxurious marketing strategy
Upper-bridge
Mass brands
Campaigns
Packaging
Services

5. Facts and Figures:
 Jean-Paul Agon is the CEO of L`Oréal
 It belongs to the L`Oréal Luxe division
 4,4% of market share in premium cosmetics
 4th favourite skin care brand (after Chanel,
Clarins and Dior)
 Visionnaire is the best-seller serum in Italy
 3 R&D centres in France, USA and Japan
International Exposure:
 Products sold worldwide
 Global market growth through
country-specific advertisement
Where Can You Find It?
 Department stores
 Exclusive beauty stores
 Duty-free shops

6. Fragrances
Skin Care
10 Foundations
7 liquid
3 compact
10 shades avg
3 Face
powders
3-4 nuances
each
2 Lipstick lines
L’Absolu 2 textures (Rogue and Nu)
47 colors
1 revitalizing base
In Love 32 colors
1 pink baume
2 Gloss lines
Gloss in love 12 color
2 Blush
7 shades and a
palette
3 Concealers
3 shades
Lip Pencil
7 colors
Juice Tube 6 colors
4 gloss combo box
Price Ranges:
EYES
FACE
LIPS
NAILS
€ 16-55
€ 19-30
€ 17
€ 39-56
Bronzer
2 textures
1brush
dispenser
FACE
1 Crayon Sourcils
 SKU: 705
6 Eyeliners
4 pencil v.
2 liquid v.
5 colors avg
30
Colors
NAILS
Make-up
3 Mascara lines
5 different
declination
2 Waterproof
versions
LIPS
Eyeshadow
25 Colors
+ 12 Palette
combinations
EYES
Product Analysis

7. La via est belle Eau de parfum (30, 50, 75 ml)
Shower gel
Moisturizing milk
€ 51-97
Make-up
Fragrances
 SKU: 38
Skin Care
Hypnôse
€ 42-95
Hypnôse senses
Hypnôse Uomo Eau de cologne (100 ml)
Eau de toilette (50, 75 ml)
Box (75 ml)
Ô de Lancôme
Eau de toilette (75, 125 ml)
Shower gel
Moisturizing milk
Ô de l’ Orangerie (75, 125 ml)
Ô de Oui (75 ml)
€ 52-83 Ô d’Azur (75 ml)
Miracle (50 ml)
Miracle so magic! (30, 50, 100 ml)
€ 57
Trésor
€ 47-110
Eau de parfum
Eau de toilette
Eau de parfum (30,50, 100 ml)
Shower gel
Moisturizing milk
Trésor in love
Eau de parfum (30, 50, 75 ml)
Trésor midnight rose Eau de parfum (30, 50, 75 ml)
Magie noir (75 ml)
€ 92
Poême (30, 50, 100 ml)
€ 50

8. 6 Skin Care Lines: Dreamtone, Renergie, Absolue,
Make-up
Genifique, Hydra Zen.
They all have a specific target and price range.
For instance:
`
Fragrances
 Absolue
Top Prices line
Price Range €96-330
Target Baby-Boomer
Purpose: deeply reconstruction
 Renergie
Core Prices line
Price Range €62-115
Target 40-something
Purpose: Lifting effect
Skin Care
 SKU: 43
 Core business: Make-up (SKU:705)
 Every year Lancôme releases new
a/w and s/s collections.
 Since 2013 all mascaras and eye
shadows are available in the Alber
Elbaz special edition.
 Hydra Zen
Entry Prices line
Price Range €33-60
Target 30-something
Purpose: 24 hours hydration

9. Digital Marketing
 The Facebook page aims to involve the customers, by sharing
insider information, asking opinions and promoting events.
4,9
mln
 The YouTube channel provides the customers with
insights on the best way to use products and shares the
company`s commercials
 A weekly newsletter is sent to all the registered
customers highlighting the currently best-sellers and the
advantages of the e-commerce.
 The blog collects all the news, videos and tips about the
Lancôme world, to let the customers being always updated
about the latest beauty trends
 Lancôme Virtual
Palette app simulates a realistic make-up.
 Strong relationship with the top beauty
specialists.

10. E-Commerce
 Lancôme E- shop deliveres
 Maximum purchase: 500 euros
 Maximum quantity: no more than 3 pieces per item
 Delivery time:
2-3 weekdays
 Payment methods

11. Comments
 Delays in delivery
 Promotions inadequately organized at the
retail level
 Mismanagement of the customer service
 Sample products not always distributed
Did you know?
 Lancôme does not delivery in Sicilia and
Sardegna
 Experiment animal-free BUT CSR
document not available
Our considerations:
 Lancôme is part of the L’Oreal group, therefore only the consolidated balance
sheet was available
 The supply of some products such as the foundations is so wide that the
customer could be confused and this could lead to cannibalization.

12. Thank you
Fabiana Di Flaviano
Antonella Fraioli
Luciana Tornabene
Elisabetta Zoffoli