ESTEE LAUDER
Estée Lauder Companies, Inc. is a US
manufacturer and marketer of skin care,
cosmetics, perfume and hair care
products. The company has its
headquarters in Midtown Manhattan, New
York City.
The company began in 1946 when Joseph
Lauder and his wife Estée Lauder began
producing cosmetics in New York City. At
first, they only had four products: Super-
Rich All Purpose Creme, Creme Pack,
Cleansing Oil and Skin Lotion. Two years
later they established their first
department store account with Saks Fifth
Avenue in New York.
Over the next fifteen years they
expanded the range and continued to sell
their products in the United States. In
1960 the company started its first
international account in the London
department store Harrods. The following
year it opened an office in Hong Kong.
In 1964 they started Aramis Inc., which
produced fragrances and grooming
products for men. In 1967 Estée Lauder
herself was named one of ten
Outstanding Women in Business in the
United States by business and financial
editors. In 1968 the company expanded
again, opening Clinique Laboratories, Inc.
Clinique was the first dermatologist
guided (Dr. Norman Orentreich), allergy
tested, fragrance free cosmetic brand
created by Estée Lauder.
Estée Lauder's Clinique brand became the
first women's cosmetic company to
introduce a second line for men when, in
1976, they began a separate line called
"Skin Supplies for Men". In 1981 the
company's products became available in
the Soviet Union.
LOREAL
The L'Oréal Group is the world's largest
cosmetics and beauty company. With its
registered office in Paris and head office
in the Paris suburb of Clichy, Hauts-de-
Seine, France, it has developed activities
in the field of cosmetics. Concentrating on
hair colour, skin care, sun protection,
make-up, perfumes and hair care, the
company is active in the dermatological
and pharmaceutical fields and is the top
nanotechnology patent-holder in the
United States.
L'Oréal is a listed company, but the
founder's daughter Liliane Bettencourt
and the Swiss food company Nestlé each
control over a quarter of the shares and
voting rights.
In 1907, Eugène Schueller, a young
French chemist, developed a hair dye
formula called Auréole. Schueller
formulated and manufactured his own
products, which he then sold to Parisian
hairdressers.
In 1909, Schueller registered his
company, the Société Française de
Teintures Inoffensives pour Cheveux
("Safe Hair Dye Company of France"
literally "French Society of Inoffensive
Hair Dyes"), the original L’Oréal. The
guiding principles of the company, which
eventually became L’Oréal, were research
and innovation in the field of beauty.
In 1920, the small company employed
three chemists. By 1950, the research
teams were 100 strong; that number
reached 1,000 by 1984 and is nearly
2,000 today.
L’Oréal got its start in the hair-color
business, but the company soon
branched out into other cleansing and
beauty products. L’Oréal currently
markets over 500 brands and many
thousands of individual products in all
sectors of the beauty business: hair color,
permanents, hair styling, body and skin
care, cleansers, makeup and fragrances.
The company's products are found in a
wide variety of
ESTEE LAUDER Brand Identity
The CORE Identity
Product thrust: skin care, cosmetics,
perfume and hair care
User profile: women between the ages
of 28 and 40 with higher incomes.
Performance: Lauder’s legacy is the
products and brands she invented as a
skin pioneer, she later became one of the
world’s leading fragrance noses creating
a host of best-selling scents. Consumer
care centres are globally handled.
Enhancing lives: by believing in – that
every woman can be beautiful
The EXTENDED Identity
Brand personality: classic, urban and
innovative
Basis for relationship: global leaders in
prestige beauty
Subbrands: Aramis and Clinique, Origins,
La Mer., M.A.C, Bobbi Brown, and Stila;
Aveda, Jo Malone and Bumble and
bumble, the New York-based hair care
company and salon.
Logo: “EL” symbol
Slogan: Bringing the best to everyone
we touch.
Organizational associations: Annual
Breast Cancer Awareness Campaign
involves all of the 18 brands that make
up. MAC aids fund, Aveda earth fund
distribution channels, from hair salons
and perfumeries to hyper - and
supermarkets, health/beauty outlets,
pharmacies and direct mail.
L’OREAL Brand Identity
The CORE Identity
Product thrust: hair colour, skin care,
sun protection, make-up, perfumes and
hair care
User profile: women between the ages
of 18 and 50. He/she who has high
interest in fashion
Performance: the beauty ingredience
and wellbeing has given consumers
immense satisfaction and enhanced
beauty
Enhancing lives: Enrichment through
diversity
The EXTENDED Identity
Brand personality: fun, trendy,
affordable,
Basis for relationship: products
uniqueness makes it popular and well
known amongst all ethnic groups. , it is
glamorous, soft and caring.
Subbrands: Plnitude, Elvive haircare and
Studio Line styling products., Elnett,
Rcital, Excellence, Fria, Perfect Blonde,
Open, Casting L'Oréal Kids,
Maybellin, Bodyshop and Garnier.
Logo: L’Oreal Logo

Slogan: Because you’re Worth it

Organizational associations: annual

Women of worth award.

Endorsers: Ben Affleck, Jessica alba,

Endorsers: Past 'faces' for Estée Lauder Gerard Buttler, Scarlet Johanson,Beyonce
include Karen Graham, Bruce Boxleitner, Knowles, Sarah Jessica parker, Aishwarya
Shaun Casey, Willow Bay, Paulina Rai, Kate Moss, Diane Keaton, Sonam
Porizkova, Elizabeth Hurley, Carolyn Kapoor
Murphy, Anja Rubik, and actress Gwyneth
Paltrow. As of 2008 the main
spokesmodel for Estée Lauder is
supermodel Hilary Rhoda. In 2010, the
company added 2 more faces to the
roster, Chinese model Liu Wen and
French model Constance Jablonski.
Kapferer’s Prism for brand identity of Estee Lauder

Kapferer’s Prism for brand identity of L’Oreal

 Vs

BRAND MANAGEMENT
By Saumya Kapur
MFM Sem II
Roll No: 36