2The uniqueness of international luxury brand strategy
“If we want to successfully build a brand, we must make sure it is either a luxury brand or mass consumption brand. This is a war about ideas and business models. There’s nothing in between, as far as branding plans go. It’s either a luxury one or a mass market one.”
– Pierre Xiao Lu
L’oréal group: a combination of an international luxury brand and a mass brand
L’Oréal is the largest cosmetics group in the world and it is a world leader in beauty. It sells products to 150 countries, has 40 production sites, 36 brands and over 80,000 employees worldwide.1 It is among the most well-known and highly respected French companies and is a member of the Fortune Global ...
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