Abstract
L'Oréal was created in 1907. It initially specialized in coloration products, and its activities were progressively spread to the whole hygiene and beauty sector. Now a Global leader on the cosmetic and beauty market, the group is present in all the countries of the world, thanks to its subsidiaries. The group l'Oréal is organized into 4 divisions: The luxury product division, with brands like Lancôme, Biotherm, Giorgio Armani, Ralph Lauren; The professional product division, with brands like L'Oréal Professionnel and Kerastase; The active cosmetic division, with brands like Vichy, la Roche-Posay; and the wide public product division, with Garnier, Maybelline New York and Elsève. Elsève was created in 1971 as a formula for dry and brittle hair. It was only in 1997 that the name Elsève was launched with the well- known catch- phrase: "Because I'm worth it". The objective of l'Oréal is to reach all homes. The strategy of Elsève is to identify targets to create a specific product for each type of consumer. At the international level, in 2000, Elsève represented 10% of the market in Great Britain and 51 million of the intensive treatments sales in Brazil. Elsève is the leader in the French market of shampoos and conditioners, and, thanks to this success, there is a progression of L'Oréal in France (better tursnover and results with an evolution of + 8, 9%).
