L'Oréal: A true partnership

This video is to accompany the L'Oreal case series (501-011-1 and 501-012-1). There are four parts to the video: (1) interview with Philippe Louvet, Director of International Recruitment L'Oreal - to be shown before the case discussion in class (7 mins); (2) interview with Jacques Challes, Director of Development, L'Oreal Consumer Division - to be shown before the case discussion in class (7 mins); (3) Interview with Jacques Challes, Director of Development, L'Oreal Consumer Division - to be shown during the case discussion in class (9 mins); and (4) interview with Jacques Challes, Director of Development, L'Oreal Consumer Division - to be shown during case discussion in class (4 min). The cases discuss how L'Oreal decided to become a leader in the European shampoo market, a market that only a few years earlier had not been a company priority because competition was very much based on price and margins were too narrow. Elseve was L'Oreal's shampoo brand leader in the French market and the challenge for the company was to make it a leader throughout Europe. The immediate issue of the case series is to discuss the definition of strategic priorities in the international marketing of Elseve, one of the L'Oreal brands, while providing a global view of the European market. There is a multimedia version of the case series that can be used instead of the paper version '501-011-0'.