L’Oreal, the French cosmetic giant has become one of the leading players in the salon products sector in India. It marks its presence with a portfolio of 15 brands that grew over the span of nearly two decades in the Indian market, having an annual growth rate of 30 percent with a market share of 10 percent in the urban area. These different brands were launched in order to cover various product categories. “The mass consumer brands L’Oreal Paris, Garnier and Maybelline New York; luxury brands Yves Saint Laurent, Kiehl’s, Ralph Lauren, Giorgio Armani, Diesel and Lancôme; professional brands L’Oréal Professionnel, Matrix, Kérastase and Kéraskin Esthetics and pharmacy brands Vichy and La Roche-Posay.” (premiumbeautynews.com, 2012).
With almost 750,000 points of sale in both the traditional network as well as in the modern supermarket network, the brand Garnier has successfully become the leading multi-category beauty brand in India. Launched in 1991, this global brand understood the dynamics of the Indian market and was able to craft a special place for itself. Even though Garnier is positioned as a premium, nature-based and innovative brand, it is priced reasonably targeting at both, the upper and middle socio-economic classes. Worldwide, L’Oreal is famous for its product innovation and this trait is strongly portrayed in Garnier through its continuous new product launches. This also creates excitement amongst the consumers to try out the new innovative personal care products, leading to brand loyalty. Garnier has two sub-brands – Garnier Fructis and Garnier Ultra Doux. Garnier Fructis almost immediately created a very strong bond with the consumers since it was positioned as a fruit based brand. The Indian consumer is happier using natural based products compared to the chemical based ones. Under this brand, a revolutionary product was launched in the year 2010; Garnier Fructis Oil+Shampoo that took the hair
References: 2. B, H. (2010) Marketing Practice: Garnier : Take Care. [online] Available at: http://marketingpractice.blogspot.in/2010/01/garnier-take-care.html [Accessed: 19 Apr 2013]. 3. Bureau, O. (2013) L’Oreal looking at innovation to ramp up operations. [online] Available at: http://www.thehindubusinessline.com/companies/loreal-looking-at-innovation-to-ramp-up-operations/article4295052.ece [Accessed: 19 Apr 2013]. 9. INSEAD Knowledge (2010) Indo-vation: tapping the Indian market. [online] Available at: http://knowledge.insead.edu/business-finance/marketing/indo-vation-tapping-the-indian-market-797 [Accessed: 19 Apr 2013]. 11. Premiumbeautynews.com (2012) Premium Beauty News - L’Oréal gets to know Indian consumers. [online] Available at: http://www.premiumbeautynews.com/en/l-oreal-gets-to-know-indian,4591 [Accessed: 19 Apr 2013]. 12. Unknown. (2013) Untitled. [online] Available at: http://www.added-value.com/source/wp-content/uploads/2010/02/Marketing-Innovation-in-India_Case-Studies.pdf [Accessed: 19 Apr 2013].