L'Oréal: BRINGING “CLASS TO MASS” WITH PLENITUDE
REPORT
Analysis and Recommendations on the Plénitude Strategy

Analysis of the Problem

Plenitude by L’Oreal was introduced to the US market in 1988. Eight years since its introduction, it has quickly become the #2 brand in the market only to lose it later to Pond’s. Plenitude also hit a four-year sales plateau and was still not making any money in the US market.
L’Oreal’s problems and root causes should first be identified and addressed. The root causes of L’Oreal’s problems are:
1. Wrong assumptions of the target market
2. Applying a market strategy based on the those assumptions
3. Continuing to do so for an extended period even given the results
The target market
When L’Oreal planned to release Plenitude in the US market, it is assumed that what would be successful for the French market would translate to the same success in the US market if the same formula was applied.
The model of an......

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Title: L'Oréal: Bringing “clas To Mass” With Plenitude
Approximate Word Count: 1206
Approximate Pages: 5 (250 words per double-spaced page)

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