2-may-2019

IQRA NAEEM BBE-1736

NIDA BASHIR BBE-1402
CONSUMER BEHAVIOR MKT404

Consumer Behavior Of L’Oréal

L’Oreal is an established brand that has been making customers of all age groups happy for
the past several years. L’Oreal is a well-established brand that has been there for many
years now. For the past several years it has successfully been creating makeup and hair
products. The marketing strategies of the brand are exceptionally good as well. The result is
happy customers. The reason behind the obvious shift in consumer behavior i.e. preferences
and interests can be greatly blamed on the endless range of brands.
Especially women are very indulgent and this is what brands have taken as the center of
marketing. Particularly women love to purchase L’Oreal products and the company itself is
making women all around the globe happy with its wide array of makeup, skin and hair
products. This article is concerned with studying the consumer behavior of L’Oreal. We will
be looking at factors that make people choose L’Oreal over other leading cosmetic brands.
We will also have a look at how consumer behavior is different for varying age groups.
There are various driving forces behind consumer behavior of L’Oreal. All these factors are
determinant of the behavior of consumers and give an insight of why people, particularly
women engage in purchase behavior.
First of all if we talk about the slogan of the company ‘Because you’re worth it’ somehow
compels all women to purchase the products of L’Oreal. One analysis is the women like to
feel important and valued and thus they prefer using products that make them feel valued.
This is women psyche. Since most of the consumers are women it natural to understand why
women want to use L’Oreal products.
L’Oreal is a very popular brand and models on the run are often seen sporting looks i.e. hair
color and make up from L’Oreal products. Teenage girls these days are the number one
followers of all these runway fashion shows. Girls follow all models on the runway and later
follow them on social media i.e. Facebook, Instagram etc. as well. This is why anything that
these model girls do becomes an instant hit amongst the teenage girls. Consumers are left in
awe of how beautiful the super glossy hair looks and how beautiful the model looks. However
what L’Oreal is doing here is that they are simply not only highlighting their hair products by
promising extra glossy magical hair but also are giving consumers the hint that what make
up would such hair best team with.
The result is consumers not only rashly purchasing L’Oreal hair products but also looking for
their entire matching make up products as well. For example recently L’Oreal launched its
ombre hair color. Every super model was seen sporting this hair color as they walked around
the world in fashion weeks and fashion shows. Later teenage girls were seen asking for this
hair color in abundant amounts. This is a clear indication that teenage girls look for things
that are trending and in fashion.