The active products are developed for customers interested in the products' medical properties.
In conclusion, L'Oreal's target customers are sophisticated, educated, beauty oriented people, with medium to high incomes, that appreciate the company's products' quality.
Regarding the company's earnings, 54.8% of the cosmetics sales come from consumer products, 25.1% come from luxury products, 13.9% come from professional products, and 5.5% come from active products. More than half of the company's sales incomes, 52.7% come from Western Europe, 27.6% come from North America, and 19.7% come from the rest of the world.
Even if L'Oreal is the worldwide leader in the cosmetics industry, competition is very harsh in this line of business. L'Oreal's most important competitors are Procter & Gamble's Max Factor International, Clinique, Estee Lauder, but also "niche players such as Los Angeles-based cosmetics maker Stila."
All of these competitors are strong international companies, that offer products of similar quality as L'Oreal does. They follow L'Oreal's footsteps by developing similar products, by offering similar advantages, and by promoting their products in a similar way. For example, in the TV ads, L'Oreal's products are advertised by celebrities, most of them well-known actresses, like Andie McDowell, Penelope Cruz, Milla Jovovich and others, in order to create a connection between the customers and these celebrities through L'Oreal products. Max Factor, one of the competitors, followed the same scenario, creating a link between their products and recent movies and the celebrities starring in them. Also, Avon Cosmetics' products are advertised by another celebrity, Salma Hayek.
It is not easy for a new entrant to make its way in this industry, especially with players like L'Oreal. New entrants cannot threaten this company's position on the market, as it is impossible for a new company to compete with L'Oreal's tradition in this industry.
When it comes to the company's unique capabilities, it is hard to settle on a single aspect, as L'Oreal's strength...
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