As of September 2014, L’Oreal will be shifting its advertisement strategy, stated by Natalie Mortimer in her article.  As a well established cosmetic company, L’Oreal no longer feels the need to focus on product and content-led advertising.  Instead, L’Oreal will be focusing on creating an emotional connection with its consumers to attract consumers to the company’s products.

In doing so, L’Oreal is taking on a differentiation strategy.  L’Oreal attracts consumers of various age groups with both products made for children and adults.  The company also offers products for both genders.   This is an example of a broad, industry wide target scope.  Furthermore, with L’Oreal’s large range of prices, from affordable student prices to higher prices in the company’s more luxurious end of its products, L’Oreal does not fit into Porter’s cost leadership strategy, but instead, L’Oreal is taking on a differentiation strategy.

I believe that this new strategy will prove to be effective over time based off of similar previous marketing strategies such as the Body Shop’s “nature’s way” campaign.

Source:

http://www.thedrum.com/news/2014/09/11/l-oreal-shifts-ad-strategy-focus-emotion-over-product

http://www.totalbeauty.com/search#loreal~7~1