Global Awareness Strategies and L'Oreal efforts

In week 5 of our course, we explored how values and culture can impact global branding. We learned how values are prioritized around the world, and the societal norms within different countries like China. In today's marketing and advertising scene, values are super important in making sure brands stand out from their competitors. Companies rely on values to help them decide how to divide and present their brands. Plus, these values are also kind of hinted at through the content and overall visual of their ads. In the journal "Branding in China: Lessons from the foreign brand success and failure stories" by Jijo George et. al, it discusses how Maybelline, owned by L'Oreal, became the top cosmetics brand in China by using a localization strategy that set it apart from local competitors like Mininurse and Yue Sai. Maybelline's success in China can be attributed to several factors, such as using Chinese models and signing popular actress Zhang Ziyi to promote its lipstick for the blockbuster kung fu movie, "Crouching Tiger, Hidden Dragon." Moreover, Maybelline adapted its products to suit Chinese hair, skin, and traditions, and leveraged popular social media platforms like Sina Weibo and Renren to promote its brand (George et. al, pg. 3). These strategies demonstrate the importance of localization and understanding the unique cultural values of the target market when it comes to global branding.

The article by Avada called "How L'Oreal adapts to different cultures", explains the tactics L'Oreal integrates to grow in different regions around the world. Maybelline continously adjusts its markets for countries through tailoring its products/strategies to meet the specific preferences of each market. An example of this is seen with the different shade offerings that are more suited to the skin tones of the local population. This is seen with many of Maybellines advertising, featuring models, influencers, and celebrities that reflect the beauty ideals of the local population or incorporate cultural references that resonate with the target audience.

Maybelline employs diverse marketing tactics, including segmentation, positioning, and targeting, to advertise and distribute their diverse range of products. It's parent company L'Oreal is a good example of this with their Dark & Lovely brand, specifically designed for African consumers (Racoma, DayTranslations.) On the other hand, the L'Oreal LUXE line is geared towards high-income consumers who view beauty as a significant part of their identity. L'Oreal ensures that all it's subsidiary brands implement diversity training for their employees to promote an inclusive workplace culture. Maybelline established local teams in each country to ensure that they have a better understanding of the local market and can make more informed decisions about product offerings and marketing strategies. These local teams have helped to build relationships with local customers and retailers, crucial in establishing a strong presence in each country.