Brand Identity and Elements of L’Oreal
Beauty products are essential because they make most women feel better, more confident, and more put together. A little skincare goes a long way. And because of the high demand for these products, the competition in the field is immense. One of the leading beauty brands is L’Oreal. Their scientific expertise and unrelenting innovation, which encompasses everything from cosmetics and skincare to hair care and hair color, are propelled by their pioneering mindset. What makes them so different and wanted, though? Founded in 1909, the brand has achieved so much success and has stayed incredibly relevant. Let’s reveal everything in this blog.
What is the identity of L’Oreal?
At L’Oréal, their six fundamental values influence all they do. Passion, inventiveness, entrepreneurship, open-mindedness, the quest for excellence, and responsibility serve as their guiding principles.
All of their team shares those values. They affect the way they think. Their main goal is to be open to new global trends in fashion constantly and thought—the most effective method for advancing.
The company’s passion speaks about the advantages cosmetics—such as well-being, self-assurance, and sociability—can have on people of all sexes. It also touches upon the desire for a business intimately connected to its customers and community.
To produce aesthetic goods and services, one must make an effort to understand others, be able to listen to them, be familiar with their customs, and be able to anticipate their needs… People are drawn to L’Oréal because of its enthusiasm.
Innovation is one of their guiding principles and the backbone of their business. They always remember that a scientist founded their company. Innovation is essential because the pursuit of beauty demands constant performance improvement.
At L’Oréal, it is crucial. They must develop novel methods for creating products and services that are genuinely distinctive and unexpected to increase their knowledge continuously. L’Oréal has always put more weight on people than processes since innovation cannot happen without risk-taking and initiative.
An approach to management that supports and exemplifies the entrepreneurial spirit, synonymous with independence, hardship, and adventure, has long been used. It continues to drive a team built based on each member’s worth and talents.
It is crucial to pay attention to customers, understand their cultures, be welcoming of others, and capitalize on their individuality to satisfy the enormous range of aesthetic aspirations worldwide. They play a crucial role in both the L’Oreal business and mission.
These first four ideals are inextricably tied to their fifth value, the pursuit of excellence, a principle that permeates every aspect of their business and every location where they work, and that is demonstrated in the way of thinking and a never-ending effort to develop.
They all desire to surpass themselves to provide their customers with the best service possible.
Along with continually innovating, the Group has demonstrated entrepreneurial vigor while maintaining a sense of responsibility.
The “safe hair dye,” L’Oréal’s initial invention, already addressed this fundamental demand for efficient, secure, and harmless products. But their sense of obligation extends much beyond that. Since they are the global leaders in beauty, they have a more significant responsibility than most to preserve the planet’s natural beauty and to improve the well-being of their employees and the communities where they do business.
L’Oreal’s Brand Positioning
To better understand the brand positioning of L’Oreal, let’s look at the Instagram post below.
This post features Nidhi Sunil, the first Indian model who became a L’Oreal Paris brand ambassador. The post is advertising the Elvive Extraordinary Oil Serum.
You may achieve the silky-smooth hair you deserve to have, like Nidhi, by using the serum, which provides deep, intensive nutrition thanks to its oily melting and non-greasy texture.
L’Oréal Paris has been manufacturing cosmetics without subjecting animals to animal testing for over 30 years.
The color and feel of the photo match the product in gold. The model is wearing gold, and the room is gold. Thus, this picture is sophisticated but also different.
The elegant feel from this post is already a massive hint that we get. The straight and smooth hair, always in style, speaks of luxury.
The attractiveness is the other hint that we get. Not only is the post featuring a beautiful model, but it is also motivating people to take better care of themselves. That is because external wellness also affects internal health.
With these points in mind, the archetype that L’Oreal belongs to is the Lover.
- This archetype desires to attain intimacy and partake in sensual pleasure.
- The goal of the archetype is to find an association with the people, the work, the experiences they enjoy, and their surroundings.
- The strategy of this archetype is to keep getting more and more attractive, whether it implies their appearance or their emotional health.
Other brands of the Lover archetype are Chanel, Christian Dior, Victoria’s Secret, Alfa Romeo, etc.
These are the messaging levels of the archetype.
Level One: attachment, attraction, falling in love (with a sentiment, an individual, a causality, a creation, or work)
Level Two: Seeking Great Fantasy
Level Three: following your entertainment and regaling with whom and what you value
Level Four: spiritual faith, self-acceptance, and the Interpretation of Euphoria
The Lover archetype is a great identity for a brand:
- Whose use aids people in finding love or friendship
- Whose function promotes contact, beauty, or correspondence between people or is associated with romance
- With moderate to high pricing
- If it is assembled or sold by a brand with an intimate and elegant organizational culture, as opposed to a giant Ruler scale.
- That wishes to define itself positively from lower-priced brands.
Brand archetypes: Why are they significant in practice?
Our communication strategy can use various techniques, each of which can work toward a distinct goal. But all of these messages can be compiled using a single core logic. The latter is communication-based on archetypal branding.
It allows us to ensure the accuracy and uniqueness of our messaging. Examine the different underlying implications and connotations of motivational quotes that say your brand can reach people anywhere.
One entails becoming a hero; the other is picking up new abilities. These ideas can be combined and enhanced through communication-based on archetypes.
We advise looking at the book “8 Steps To a Complete Archetypal Branding” to find out how it might make your messaging even more effective.
Uncovering the identity of L’Oreal more thoroughly
Let’s investigate several positioning tactics of the brand company for the matter.
It speaks about three aspects.
- The category of L’Oreal
- Brand differentiation, how L’oreal is unique from other brands
- Core idea. What is something significant that L’Oreal wishes its clients to know?
Category
L’Oréal Paris is a trustworthy multinational beauty company with several products that are well-known around the globe. A few famous brands in the company’s portfolio are Superior Preference® and Excellence hair colors, EverPure, EverStrong, EverSleek, EverCreme, and EverStyle hair care products, Elnett and Studio Line hair styling goods, Revitalift®, Youth Code, Age Perfect®, Men Expert, Pure-Clay and Pure-Sugar goods, and Color Ri cosmetics from L’Oréal Paris.
Benefits and differentiation
L’Oréal’s integrated brand portfolio and company’s diversity make up its competitive edge.
Over 90k employees from different countries makeup L’Oréal’s workforce, which reflects the company’s diversity. This is another reason why it has so many other brands. By marketing to diverse people in different nations and cultures, they may increase their market while maintaining their commitment to diversity.
L’Oréal’s integrated brand portfolio is beneficial to its competitive strategy. Why? That is, since it provides customers various options, encouraging them to buy from L’Oréal. Because there are so many options, customers are lured to L’Oréal. Options are advantageous since they attract more customers and foster customer loyalty.
The main communication idea
L’Oreal spreads its communication idea by working with journalists, talking to the 86,000 brilliant minds at L’Oréal. That starts from the newest social media buzz, creating campaigns, or planning the upcoming press release for their 36 global brands. They are eager to push the envelope to inspire the lives of billions of people around the world.
There will be a place for you in communications and PR, regardless of your interests in staff engagement promotion, social media management, or brand awareness. Not to mention being able to personally address the media, schedule essential events, and draft future significant brand releases. L’Oreal is seeking communicators keen to promote their goods in more than 160 countries and sensitive to cultural differences.
Their interactions have undergone a significant transformation throughout time. Radio, television, and social media replaced newspapers as their primary media. Regardless of the platform, their communications teams constantly seek the next innovative campaign.
Brand elements of L’Oreal
What do we imply by saying the brand elements? Those include the slogan, archetype, logo, and other concepts.
Let us begin by the name.
The name element
This feminine name, which has French ancestry, means “the halo” and “beauty.” This name has a fascinating history and is usually connected to the cosmetics brand L’Oréal.
It is developed from a hairstyle called L’Auréale, sometimes known as “the halo,” which gained popularity in the 1900s. Additionally, the business grew a distinctive hair color under the brand name Oréal, cementing this distinguishing identity into modern culture. This chic name with a hint of French flare is a lovely option for a well-worthy newborn!
The logo element
The L’Oréal logo is not a symbol but a linguistic communication. The brand name and visual design were drawn from the first item that Oréale, the company’s founder, created. The wordmark is notable since it complies with grammar rules and combines capital and lowercase letters.
The slogan element
“Because you’re worth it” is the L’Oreal slogan. The well-known tagline sends a positive message that unites customers behind the business and is the first advertising message to highlight self-confidence. Since then, the song “Because We’re Worth It” has acquired a symbolic significance that inspires women of various ages and social statuses to cherish and believe in their beauty.
The color element
Black and white are the colors that are implemented for the logo of the company. They are also very prominent on the website, which we will discuss.
As commonly known, black is supposed to give out a sensation of mysteriousness, while white is for calmness. These two components also connect the multiple variances of beauty, implying a close relationship with the brand name.
The website
The L’Oreal website is straightforward, allowing a fantastic user experience. These sorts of websites allow shoppers to focus more on the products the brand offers rather than the content I included on the website.
A navigation bar at the top of the website allows users to access their desired page easily.
The packaging
Over 60% of the materials the Group utilizes to generate the packaging L’Oreal uses to package their products are plastic. This usage amounted to 140,000 tons of plastic in 2018.
For several years, L’Oréal has evaluated the effects of the life cycles of its goods on the environment. These studies show that, on average, a product’s packaging makes up 50% of its environmental impact.
All L’Oréal products will have improved social and environmental profiles. 96% of newly released or updated items in 2021 had a better social or environmental profile.
This improvement is attributable to 78% of new or refurbished products’ packaging, which has a lower environmental impact. Because of SPOT, a method developed by the Group to evaluate a product’s social and environmental performance throughout its life cycle, L’Oréal can track this evolution.
And that concludes the brand identity of the L’Oreal blog, where we touched upon its positioning, elements, and overall identity. Do not hesitate to stop by our main website for more informative and engaging blogs.
