La Roche-Posay: Growing L'Or al's Active Cosmetics Brand

As 2018 neared its end, Laetitia Toupet, international general manager of L'Or al's La Roche-Posay brand reflected on the brand's achievements over the past year. At 1 billion in revenue, La Roche-Posay had recently become the number one dermocosmetics brand in the world. While Toupet was pleased with this feat, she believed that the brand was at a critical juncture. It was time to make some significant marketing decisions related to brand positioning to try to accelerate La Roche-Posay's future growth trajectory as dermocosmetics moved from serving a niche market to the mainstream.

Brand management;Brand positioning;Branding;Brands;Global brands;Marketing;Marketing strategy;Target markets

Case

Geographic Setting: Asia;Brazil;China;Europe;France;North America;South America;United States
Industry Setting: Cosmetics;Health care services;Retail & Consumer Goods
Number of Employees: Fortune 500
Gross Revenue: > 1 billion

Année de la problématique : 2018

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Nombre de pages : 27