Case 9.1: L’Oréal USADo Looks Really Matter in the Cosmetics Industry?
The cosmetic and fragrance floor of the Macy’s in San Jose was bustling with shoppers as Elysa Yanowitz, regional sales manager for L’Oréal, and John (Jack) Wiswall, general manager of L’Oréal’s designer fragrance division, to whom Yanowitz reported, walked together through the store on a routine visit in the fall of 1997. As the two walked past the Polo Ralph Lauren counter, which is licensed to L’Oréal, Wiswall noticed a woman of Middle Eastern descent selling fragrances behind the counter. He instructed Yanowitz to “get [him] someone hot” and fire the Middle Eastern employee. Passing by a young good-looking blonde, Wiswall pulled Yanowitz ...
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