L’Oréal has been present in India for 18 years and is considered a young player in the cosmetics market. However, it is the fastest growing beauty company with an annual average of +30.2% and representation in 750,000 points of sale. The Group is the third leading operator in the Indian cosmetics market with a 8% market share in the urban areas and sales of nearly €198 million in 2011.
In order to cater to this market optimally, the cosmetics Group has launched several brands covering various product categories, including: mass consumer brands Garnier, L’Oréal Paris and Maybelline New York; luxury brands Lancôme, Yves Saint Laurent, Kiehl’s, Ralph Lauren, Giorgio Armani and Diesel; professional brands like L’Oréal Professionnel, Matrix, Kérastase and Kéraskin Esthetics for salons and pharmacy brands Vichy and La Roche-Posay.
L’Oréal's rapid success can be explained by its ability to adapt to the demands of a market where cosmetic routines and purchases are firmly anchored in tradition. Due to the different standards of living in India, there is a wide range of packaging options and therefore prices. For instance, Garnier Fructis shampoos are available in sachets costing 1.5 rupees (€0.02).
These low prices are possible thanks to local production and raw materials supply, in particular with the Pune plant that supplies the subcontinent with nearly 85% of its needs. Furthermore, L'Oréal took a decisive step two years ago when it decided to set up a research and innovation centre with evaluation and formulation laboratories in Mumbai.
Did you know ?
1/ For its centennial celebration, L’Oréal launched the “Beautiful Beginnings” programme in India for underprivileged women who have dropped out of school.
The aim is to provide 4 months of training in hairdressing and beauty care to help stabilise these women’s futures by enabling them to open their own salons or work in existing institutes.
So far, 75% of the programme’s beneficiaries have already found jobs.
2/ The L’Oréal teams in India are particularly active in terms of CSR.
The “Care” project launched in 2008 focuses on four aspects: safety, the environment, child education, and health & hygiene. In 2011 it enabled the purely non-profit construction of two entirely equipped classrooms.
These actions were rewarded by the ‘Citizen of the World Award’ in 2010.
3/ The Pune facility is exemplary in terms of sustainable development.
A programme running from 2005 to 2015 has been launched to reduce CO2 emissions, water wastage, and transportable waste by 50%.
Plus, nearly 320 solar panels have been installed on 970m² of roofing.