L’Oréal Paris Italia changes his communication strategy
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/25403 |
Resumo: | “L’Oréal Italia Changes his communication strategy ” is a Marketing case study on a business dilemma faced by the cosmetic multinational company L’Oréal Paris Italia in 2013. It analyses the difficulties incurred in formulating a new communication strategy for an anti-wrinkle cream. The 2nd of August 2013, the Italian Antitrust Authority open a commission that inspected L'Oréal Italy for misleading advertising. The product under consideration was the new Revitalif Laser x3, a leading product in the world for L’Oréal. The advertising of this product was conveyed through the press, television, the site, radio and point of sale. In these messages a comparison was made between the results obtained with these cosmetics and those related to an aesthetic Laser treatment. The Antirust believes that the effectiveness of a wrinkle cream can never be compared to that of a laser treatment, a facelift, or even a cosmetic surgery. The Management of L'Oréal had to completely reinvent the communication strategy of the product. The main problem was that the comparison with a laser treatment was at the heart of his identity. How to communicate such a different message to the customer, without generate misleading and without falling again in the claws of the antitrust and incurring in a penalty of hundreds of thousands of euro? In this case, we will have the unique opportunity to see how a multinational company like L’Oréal not only reinvented a product, but became the number one between the anti-ageing in Italy. |
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L’Oréal Paris Italia changes his communication strategyDomínio/Área Científica::Ciências Sociais::Economia e Gestão“L’Oréal Italia Changes his communication strategy ” is a Marketing case study on a business dilemma faced by the cosmetic multinational company L’Oréal Paris Italia in 2013. It analyses the difficulties incurred in formulating a new communication strategy for an anti-wrinkle cream. The 2nd of August 2013, the Italian Antitrust Authority open a commission that inspected L'Oréal Italy for misleading advertising. The product under consideration was the new Revitalif Laser x3, a leading product in the world for L’Oréal. The advertising of this product was conveyed through the press, television, the site, radio and point of sale. In these messages a comparison was made between the results obtained with these cosmetics and those related to an aesthetic Laser treatment. The Antirust believes that the effectiveness of a wrinkle cream can never be compared to that of a laser treatment, a facelift, or even a cosmetic surgery. The Management of L'Oréal had to completely reinvent the communication strategy of the product. The main problem was that the comparison with a laser treatment was at the heart of his identity. How to communicate such a different message to the customer, without generate misleading and without falling again in the claws of the antitrust and incurring in a penalty of hundreds of thousands of euro? In this case, we will have the unique opportunity to see how a multinational company like L’Oréal not only reinvented a product, but became the number one between the anti-ageing in Italy.Marcos, Paulo Alexandre GonçalvesVeritati - Repositório Institucional da Universidade Católica PortuguesaTacchella, Lorenzo2018-08-01T11:57:00Z2015-02-1220142015-02-12T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/25403TID:201171198enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-12-26T01:36:56Zoai:repositorio.ucp.pt:10400.14/25403Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:14:53.954099Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
L’Oréal Paris Italia changes his communication strategy |
title |
L’Oréal Paris Italia changes his communication strategy |
spellingShingle |
L’Oréal Paris Italia changes his communication strategy Tacchella, Lorenzo Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
L’Oréal Paris Italia changes his communication strategy |
title_full |
L’Oréal Paris Italia changes his communication strategy |
title_fullStr |
L’Oréal Paris Italia changes his communication strategy |
title_full_unstemmed |
L’Oréal Paris Italia changes his communication strategy |
title_sort |
L’Oréal Paris Italia changes his communication strategy |
author |
Tacchella, Lorenzo |
author_facet |
Tacchella, Lorenzo |
author_role |
author |
dc.contributor.none.fl_str_mv |
Marcos, Paulo Alexandre Gonçalves Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Tacchella, Lorenzo |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
“L’Oréal Italia Changes his communication strategy ” is a Marketing case study on a business dilemma faced by the cosmetic multinational company L’Oréal Paris Italia in 2013. It analyses the difficulties incurred in formulating a new communication strategy for an anti-wrinkle cream. The 2nd of August 2013, the Italian Antitrust Authority open a commission that inspected L'Oréal Italy for misleading advertising. The product under consideration was the new Revitalif Laser x3, a leading product in the world for L’Oréal. The advertising of this product was conveyed through the press, television, the site, radio and point of sale. In these messages a comparison was made between the results obtained with these cosmetics and those related to an aesthetic Laser treatment. The Antirust believes that the effectiveness of a wrinkle cream can never be compared to that of a laser treatment, a facelift, or even a cosmetic surgery. The Management of L'Oréal had to completely reinvent the communication strategy of the product. The main problem was that the comparison with a laser treatment was at the heart of his identity. How to communicate such a different message to the customer, without generate misleading and without falling again in the claws of the antitrust and incurring in a penalty of hundreds of thousands of euro? In this case, we will have the unique opportunity to see how a multinational company like L’Oréal not only reinvented a product, but became the number one between the anti-ageing in Italy. |
publishDate |
2014 |
dc.date.none.fl_str_mv |
2014 2015-02-12 2015-02-12T00:00:00Z 2018-08-01T11:57:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/25403 TID:201171198 |
url |
http://hdl.handle.net/10400.14/25403 |
identifier_str_mv |
TID:201171198 |
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eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
dc.format.none.fl_str_mv |
application/pdf |
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reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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