ANNUAL report 2011

With the help of ambassadors who are recognised
locally, the brand is cementing relationships
in its different markets, thanks to women
such as Madame Ines de la Fressange in
France, rock star Gwen Stefani in the United
States and actress Paz Vega in Spain. The
media campaign is now closer to consumers
and more intimate, and its presentation is
more aesthetically attract ive and elegant.
A cocktail of
premium innovations
In 2011, L’OréaL Paris performed particularly well
in strategic markets, with the worldwide
advances made by Elvive, particularly in Asia,
and the clear success in Europe of the innov-
The renewal of
elvive formulas
and packaging
is further
strengthening
its premium
positioning.
BEcAUSE I’m WORTH IT!
The true story of a slogan
gone global
The scene is set in 1971, in a rather conservative America.
While the rival brand used a male voice-over
in its advertising campaign, L’Oréal chose a dramatically
different approach for the launch of its premium
hair colourant, Preference. A woman spoke in the first
person as she made her provocative assertion:
“Because I’m worth it”. This slogan, devised by
a young woman in advertising, has embodied
the L’OréaL Paris brand for 40 years. Read the full story
at magazine.loreal-finance.com
2 3
1. Beyoncé. 2. Gong Li.
3. Madame Ines de la Fressange.
4. Gwen stefani. 5. hugh Laurie.
L’ORÉAL PARIS SuBLIME MOuSSE,
permanent, ultra-natural hair colour
which is easy to apply and provides
perfect grey hair coverage.
L’ORÉAL PARIS ELvIvE TRIPLE RESIST SHAMPOO
enriched in arginine, the 3 in 1 reinforces,
nourishes and leaves hair feeling stronger.
40
yeaRs
ative Triple Resist shampoo enriched in
Arginine. Another strong performer was Ever
Pure in the United States, the sulphate-free
haircare line specifically for highly sensitised
hair. In Europe, the arrival of Sublime Mousse,
a hair colourant which is applied just like a
shampoo, won over new consumers. Finally,
the overwhelming success of Men Expert continued
in China. The number one in men’s skincare
(1) has invented a new ritual with Power
Water, an energising skincare line, inspired by
the women’s skin tonic. In Europe, Men Expert,
an anti-ageing skincare embodied by an
unexpected ambassador, Hugh Laurie,
launched a new offensive with Vita Lift 5.
(1) Source: Nielsen letter number 1, January to October 2011, market share value.
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