Abstract
The market of cosmetics is now becoming a true economic reality. Even if it still has a quite limited size, its average growth rate of more than 7% between 1997 and 2001 shows that it is really skyrocketing. It now represents nearly 3 billion euros worldwide. More and more products are launched and investments in Research and Development are increasing and the strategies of those brands are becoming more sophisticated. In this context, such a situation can represent a real boon for the companies who will manage to conquer it. L'Oreal and its subsidiary Lascad are trying to capture larger parts of the market by innovating and proposing more products. The most important one in their product line is the Ushuaia shower gel which can be divided into many different types of perfumes. We examine if this product is really competitive. We also put forward the marketing strategy of Lascad as well as its effects on its target.
