Understanding consumer expectations

L’Oréal committed to understanding consumer expectations regarding sustainable development.

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01/04/2017

Since 2013, L’Oréal has been conducting qualitative and quantitative research to improve its understanding of the expectations of consumers around the world in terms of sustainable development in the cosmetics industry, and to determine the best way to engage them in such an endeavour.

Thus, in 2014, various subsidiaries of the Group, such as in China, Belgium, France, Canada and Italy, have conducted targeted surveys to decipher the local expectations of their consumers in different areas, i.e. natural philosophy, the local contribution expected of companies regarding the social stakes involved as well as the catalysts or obstacles with regard to sustainable consumption.
In 2015, a quantitative survey was conducted with 12,000 women in four countries - France, the United States, Brazil and China.

At the end of 2016, in accordance with one of the commitments under the Sharing Beauty With All programme, a consumer advisory committee was set up, consisting of three consumer sustainability panels and bringing together around ten people with a variety of social and cultural profiles, who met in France, in Paris, Lyon and Bordeaux.

In addition, a quantitative survey of 1,000 people was carried out. Their perspectives and suggestions within this framework have made it possible to adapt the action plan for 2017.

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BRANDS

Raising consumer awareness about living sustainably

By 2020, L’Oréal will empower every consumer to make sustainable consumption choices. The levers to achieve this are understanding consumer expectations, assessing the impact of our brands and implementing initiatives or awareness campaigns.