A Study of L’Oréal Group's Marketing Strategy in the Face of the COVID-19 from a Macro Perspective

Abstract

Since the global crisis of COVID-19 in early 2020, the global economy has been seriously affected. The consumers prefer to wear masks outside and have less desire to try make-up or buy cosmetic products, leading to a reduction globally in the demand for the aspect of fast-moving consumer goods. L'Oréal Group, a leading player in the makeup industry, quickly adapted its sales strategy to turn a negative situation into a profitable performance, standing out from the crowd of other cosmetic brands. In this paper, based on SWOT and 4P models, it will analyze L’Oréal Group's market strategies in the face of the COVID-19 through its excellent coping ability. According to different directions of analysis, it can find that L'Oréal Group's own huge competitive advantages in company's investment and research & design can enable itself to recover quickly from the enormous impact of the COVID-19 and the ensuing series of negative situations and return to the number one position in the industry. In the end, the summary of this case study will focus on the entire cosmetics industry. The analysis method in this work provides a paradigm to guide the marketing strategy transition of cosmetic industry when facing the public health crisis