Decoding the L'Oréal Perception: Insights from Interviews on Brand, Products, and Sustainability

After conducting a total of 5 interviews with 2 working adults and 3 students from SKEMA business school of different nationalities, it has come as a huge surprise to find out that L'Oréal isn’t comprehended as a brand and indulges itself with several misconceptions when it comes to consumers’ perceptions. To begin with, the most significant misinterpretation here was whether L'Oréal was the brand itself or the group as a whole. Anytime the interviewees would come across a question with this brand, they would ask whether it is meant to signify all brands related to the L'Oréal group (Maybelline New York, Garnier, Lancôme, etc.). Furthermore, it was even more shocking to see that the brand itself is not very well known for its products, however, is very famous when it comes to other daily products used by consumers. In terms of perception, it was perceived as a well-established and reputable brand in the beauty industry and very often associated with luxury yet affordable, innovation, and diversity of beauty products. Nonetheless, one word that kept repeating itself several times during the interviews was “animal cruelty” when asked about words or phrases that come to mind when thinking about L'Oréal.

When it came to products’ popularity, hair care products stole the show. Elseve, which goes back a long way from the 1970s. A lot of controversy arises given the efficiency and effectivity this product, whereby some claimed that it is extremely damaging given the chemicals, and others stated that it was amazing in terms of hair reconstructions and efficiency. Furthermore, concerning its beauty products, the infallible range was the most

known, as well as the Lash Paradise mascara which seems to be performing extremely well.

Consumers tend to choose this brand over any brand for three main reasons: affordability, accessibility, and most importantly brand reputation. L'Oréal’s positive perceptions of the brand's history and heritage played a huge role in influencing consumers to actually purchase their products.

In terms of L'Oréal's marketing and advertising, several interviewees correlated their strategy mainly with celebrity endorsements which was seen as somewhat effective yet puts it in a risk to lose its credibility. It has been effective in taking over social media platforms, given that it is everywhere, be it in the form of sponsorship or their own Instagram/Facebook page. However, some consumers express skepticism, citing concerns about the authenticity of celebrity involvement and chemical ingredients. Eventually, whether someone finds L'Oréal's marketing successful is a highly individualized judgment manipulated by personal inclinations, values, and experiences.

It was extremely evident that L'Oréal's efforts in positioning itself as a top tier brand has worked given that its reputation is all over. One combination that allows it to top its competitors is offering a balance between luxury and affordability. Not to mention constantly engaging its customers through events and sponsorships giving them the opportunity to take part in the brand and form loyal and credible connection. Be it social media presence, influencer collaborations, events and activations, online communities and forums, interactive digital campaigns, customer loyalty programs, or user-generated content, L'Oréal is truly holding the consumers hand step by step through their journey.

Finally, one important point that was brought up, was L'Oréal's commitment to sustainability and ethical practices. It was a turning point for consumers at this point given L'Oréal's indulgence in animal cruelty, and its failed efforts to be sustainable from a consumer point of view. Many interviewees stated that L'Oréal claims to be sustainable, yet they have their doubts regarding this statement. It is not until January 2022 that L'Oréal started taking the sustainable road through water management, carbon emission reductions, ethical sourcing, and fair labor practices, and so on. Thus, many highlighted that their main concern for any improvements L'Oréal should implement in the future would be related to increased transparency, sustainability initiatives, and/or product innovation.