Dentsu Honeycomb Model L'Oreal Group Brand Building Reserch

Cosmetic, one of the industries developing most rapidly in recent years, however, is also one of the weakest industries among domestic brands.80%of total sales amount on cosmetic in China is contributed by overseas brands and even medium and high ranking market is occupied by overseas brands. L'Oreal, global top 500 in Fortune, the biggest cosmetic enterprise in the world, has created striking performance growth rate since it accessed to Chinese market in 1997. Lancome, Vichy and Maybelline attached to L'Oreal always stand at the head of three big categories—top-graded cosmetic, active healthy cosmetic, common cosmetic. The success of L'Oreal is strikingly contrasting with survival situation of Chinese local cosmetic.Cosmetic is a brand oriented, high added value regarded industry, and brand plays a critical role in its distribution. This paper takes Japan Dentsu honeycomb model as a brand to ol to analyze and evaluate the the status quo of L'Oreal brand m anagement in such aspects as brand core value, brand multi-lev el meanings, brand-customer relationship and brand extension, and draws a conclusion that:L'Oreal reflects its unique value in all of the aforesaid aspects. Therefore, its brand performance a nd its brand capacity in penetrating geographical country bound aries are powerful. The professional analysis and unique findin gs made by this paper to L'Oreal Group and its brands by mean s of cellular model provide unique reference values for building of Chinese native cosmetic brands.