Lancôme

History1935 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 by Georges Delhomme, Coty’s artistic director.

1955 Lancôme products were already available in 98 countries around the world.

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.

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.

2003 Gucci Westman was hired as international artistic director.

Mass brands

Upper-bridge

Premium

Brand Strategy: High end position in the beauty industry Luxurious marketing strategy

“Beauty with an unmistakably French accent” First Lancôme Slogan- 1956 Vogue

96thThe name and insignia are inspired by the wild roses in the Château de Lancosme in the central France.Philosophy and Values:

Femininity Joie-de-vivre Elegance

Campaigns Packaging Services

International Exposure:

Products sold worldwide Global market growth through

country-specific advertisement

Where Can You Find It?

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

Department stores

Exclusive beauty stores

Duty-free shops

Make-up

Fragrances

Skin Care

10 Foundations 7 liquid 3 compact 10 shades avg

30

Colors

3 Mascara lines 5 different declination 2 Waterproof versions

Eyeshadow25 Colors + 12 Palette combinations

6 Eyeliners 4 pencil v. 2 liquid v. 5 colors avg

2 Lipstick linesL’Absolu 2 textures (Rogue and Nu) 47 colors 1 revitalizing base

Lip Pencil 7 colors

2 Gloss linesGloss in love 12 color

Juice Tube 6 colors 4 gloss combo box

Bronzer 2 textures 1brush dispenser

Product Analysis

EY

ES

3 Face powders 3-4 nuances each

2 Blush 7 shades and a palette3 Concealers 3 shades

1 Crayon Sourcils

FA

CE

In Love 32 colors 1 pink baume

LIP

SN

AIL

S

SKU: 705

Price Ranges:EYES FACE LIPS NAILS

€ 39-56

€ 16-55

€ 19-30

€ 17

Make-up

Fragrances

Skin Care

La via est belle Eau de parfum (30, 50, 75 ml)

Shower gel Moisturizing milk

Hypnôse Eau de parfum

Eau de toiletteHypnôse 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)Ô d’Azur (75 ml)

Trésor Eau de parfum (30,50, 100 ml)Shower gelMoisturizing milk

Trésor in love Eau de parfum (30, 50, 75 ml)Trésor midnight rose Eau de parfum (30, 50, 75 ml)

Miracle (50 ml)Miracle so magic! (30, 50, 100 ml)

Magie noir (75 ml)

Poême (30, 50, 100 ml)

SKU: 38

€ 51-97

€ 42-95

€ 92

€ 50 € 47-110

€ 57

€ 52-83

Make-up

Fragrances

Skin Care

6 Skin Care Lines: Dreamtone, Renergie, Absolue, Genifique, Hydra Zen. They all have a specific target and price range. For instance: `

Absolue Top Prices line Price Range €96-330 Target Baby-Boomer

Purpose: deeply reconstruction

Renergie Core Prices linePrice Range €62-115Target 40-somethingPurpose: Lifting effect

Hydra Zen Entry Prices linePrice Range €33-60Target 30-somethingPurpose: 24 hours hydration

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.

The Facebook page aims to involve the customers, by sharing insider information, asking opinions and promoting events. 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

4,9 mln

Lancôme Virtual Palette app simulates a realistic make-up.

Strong relationship with the top beauty specialists.

Digital Marketing

Maximum purchase: 500 euros

Maximum quantity: no more than 3 pieces per item

Payment methods

Lancôme E- shop deliveres

Delivery time: 2-3 weekdays

E-Commerce

Comments Delays in delivery

Mismanagement of the customer service

Promotions inadequately organized at the retail level

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.

Fabiana Di FlavianoAntonella Fraioli

Luciana TornabeneElisabetta Zoffoli

Thank you