L'Oreal
As part of its continued focus on the U.S. market, the firm formed L'Oréal Retail division in 1996, merging its U.S. hair care and cosmetics businesses under one umbrella. It continued to introduce new products in this market, including the Garnier hair care brand. By that time, its Cosmair subsidiary accounted for 23 percent of L'Oréal's entire cosmetics business.
In 1998, the company launched a global advertising campaign with the tagline, "Because I'm worth it." Under the leadership of Owen-Jones, L'Oréal began making a series of acquisitions that would bring it closer to its goal of becoming one of the world's top four brands. It also renewed its focus on its emerging markets including Asia and Eastern Europe. In China, Maybelline was sold in 40 cities and the company hoped to up that number to 80. Owen-Jones stated in a 1998 Women's Wear Daily article, "It's the beginning of the Chinese snowball. There have been three million Maybelline lipsticks sold. Our aim......
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Approximate Pages: 3 (260 words per double-spaced page) |