Abstract
L'Oreal is the leader of cosmetics in the World with a turnover of 19 496 million of euros in 2010. L'Oreal has four-divisions/ branch: Active cosmetics, Professional products, consumer products and Luxury products. We have decided to study a brand of Luxury branch of L'Oreal: Helena Rubinstein.
Helena Rubinstein is not only a brand, it's a woman, who is the designer of mascara waterproof in 1939; Most of its products (skin care, make up and perfume) are specialized in anti-ageing. L'Oreal bought Helena Rubinstein (HR) in 1988. Today, HR is embodying by Demi Moore, who is its muse. HR is sold in many countries, particularly in Europe and in Asia.
The growth of the market of cosmetics: Sales progressed of 3 % in 2010 in France and have reached 2,84 billion euros. The average spending of hygiene beauty of 40 years and more is important and increase with the age: the anti-ageing product is thus a positioning with great potential. The part of emerging countries in the world market of cosmetics increases more and more: Russia, India or still China represent today an important turnover.
