L'Oreal Company's Reflective Essay: Mission, Objectives, And Sustainability Analysis.

About the Company

Describe about the Reflective Report of L Oreal Company?

This reflective report is of L’Oreal Company. The aim of this research is to analyze the mission and objective of L’Oreal. This reflective report also consist of the finding which L’Oreal enact by leadership, organizational culture and different other strategies. I have explained briefly about L’Oreal history, sector of their work, structure which they are using for working and their history. For explaining about L’Oreal I have used information from L’Oreal annual report, company’s website, and online brochures. The reflective report of L’Oreal consist of the analysis of their sustainability in relation to environment, society and the economics of company as well as nation.

The L’Oreal group is famous worldwide for their cosmetic and beauty products. The main focus sectors of L’Oreal are hair color and care, skin care, sun protection, make up, perfumes. The research and principle of the company is on beauty care of different age group for male and female both (Behance.net, 2015). L’Oreal has its research and development centres six worldwide which perform the research, innovation and development of different products. Approximately 28 international brands are attached with L’Oreal group. L’Oreal products are distributes in 130 countries worldwide. L’Oreal group is having their research and development section which is responsible for doing research regarding their products. L’Oreal have products available in market for every age group customers. The products of L’Oreal group are ethical and are made without harming environment. L’Oreal is a having a portfolio of international brands which are unique and famous worldwide. The brands which come under L’Oreal group are:-

• The Body Shop
• Essie
• Garnier
• Matrix
• Kerastase
• Mizani
• L’Oreal Paris
• Maybelline New York
• L’Oreal Professional
• Lancôme Paris
• Biotherm
• Kiehl’s
• Giorgio Armani
• Redken
• Ralph Lauren
• Diesel and etc.

Figure1: Target Group OF L’Oreal

L’Oreal target group for their products are consumers products, professional products, luxury products. The targeted sectors or people for every group are different. Under consumer products come teenagers and women, professional products consumers are hair salons or the hair specialist shops (Charlier, Dejean & Donnay, 2001). L’Oreal before developing any product do research and analyze the market requirement. L’Oreal develops their every product considering everyone. L’Oreal group before making changes in their old product do market research and then according to the market and there consumers requirement make changes. The mission of L’Oreal is as:-

• L’Oreal defines beauty as universal i.e. the researcher of L’Oreal consider everyone while creating any group (Costello, 2011). The products in development section of L’Oreal are created taking in consideration all the people of different age group and different professions.
  
  
• L’Oreal consider beauty as a language offered by the company to all women and men worldwide for the best products which they love using (Edwards, 2005).
  
  
• Beauty is explained as a science by L’Oreal which helps there product consumers to maintain their skin, hair (Egbeleke, 2014). By developing products as per the market and consumers requirement L’Oreal try to make innovation or changes in its product. The changes or any new product is created by the development team of the group taking into consideration the changes in consumers demand (Flouris & Kucuk Yilmaz, 2011).
  
  
• L’Oreal also explains beauty as a commitment on the basic of diversity, richness and the complementarities of their brand portfolio (Fowler, 2014). Commitment means that the L’Oreal group is giving the best quality product to their consumers so that the always get positive result after using. The commitment of delivering best product to their consumer is more important rather than increasing their profit share.

The main policy on which L’Oreal group work is to provide their consumers best quality products without harming the nature and environment (Hast, 2007). The organizational culture is also responsible for sustainability development of L’Oreal. The products delivered by the company are worldwide, so the objective of developing any product should be done by taking into consideration the market and customers requirement (Yigitcanlar & Dur, 2010). The sustainability of L’Oreal means the ability of the company required for achieving their present needs without sacrificing their future needs (Hayhow, 2011). The ability of L’Oreal Group for achieving their present needs which they decided without ignoring their future needs. Different sustainability model used by L’Oreal are:-

• 3-legged stool model
• 3-overlapping circle model
• 3-nested dependencies model

Stool has three legs and all three legs explain different factors which are important for a company to operate properly. This model explains the three main factors of the company i.e.

• Economic-

Mission-L'Oreal mission explanation

The first leg of the model is used by L’Oreal to explain the economic condition of the nation in which company is situated. By the help of economy we explains the condition of jobs i.e. good or bad, fair wages to be given by company to their employees, security, infrastructure and the policy related to fair trade (Jacques & Kepos, 2010).Operation of L’Oreal affect economy of the nation in positive and negative manner. If company is having profit then the nation economy will be positively affected but if company faces loss economy of nation will be negatively affected.  

• Environmental-

The company should operate without affecting the environment. L’Oreal group has to work according to the law of governments regarding environment and their operation. Environment factor is used to define the pollution done by the company while operation, waste, renewable energy and the conservation energy used by L’Oreal for production (Keitumetse, 2013). L’Oreal should always try to work as per the rules and regulation. The environment should never be disturbed or harmed by their production cycle.

• Social –

Social factor is defined by the third leg of the stool which explains working condition of the company, health services provided by company to their employees, education service or training service provided by company (Klein, 2010). The culture, community and the social factor of the company is also explained in this factor. Social factor consist of the society in which L’Oreal is working ie the surrounding people and the workforce.

Figure 2: 3 legged sustainability model of L’Oreal

The overlapping circle model of L’Oreal is used to explain the sustainability of the company with intersection of economy, society and environment. Depending on company profit share among all these 3 factors the model is resized (Yigitcanlar & Dur, 2010). Among economy, society and environment whose involvement in profit of the company is more will be shown with large circle. Company’s economy exists independently and it is never mixed by society and environment of the company. But the needs of company can only be attained or fulfilled by considering all three factors together so that the future needs are not affected. This model of sustainability is used by L’Oreal to identify the level of sustainability in comparison of economy, society and environment.

Figure 3: 3 Overlapping Circle Model of L’Oreal

This model of sustainability is used to show the dependency of economy, society and environment on each other and on company. The society which L’Oreal discusses in this model is surrounding, people and the employees of the company (Willard, 2009). Society is depending on environment for goods and the services provided by them and likewise economy is related to society. Economy of the company is completely dependent on their society i.e. the employees and consumers.  

Figure4: 3 Nested Dependencies Model OF L’Oreal

Company uses different model of sustainability to know there dependencies and relation among environment, society and economy (Sarcina, Consoli, Tomassini & Cavicchiolo, 2011). Sustainability study is done to know the ability of the company for fulfilling their present needs by considering their future needs also. Sustainability model is useful in L’Oreal to determine the target and forecast the future target regarding sales, profit and etc.

Findings and Sustainability model of the company

The sustainability by L’Oreal is explained as the ability of company for achieving their present needs by considering their future needs also. The sustainability requirement by L’Oreal can only be fulfilled with help of good leader. Leaders help their sub ordinates to work better for achieving their goals and objectives (Loreal-finance.com, 2015). Company’s goals can only be achieved when every employee perform well and work in a group or team for a common goal. There are various groups present in L’Oreal who work for common goal but the decided target can only be achieved by group when leaders motivate them for working (Loreal.co.in, 2015). To define sustainability growth L’Oreal uses different model which describes their growth in relation to economy, society and environment in which they are working.

Conclusion

This reflective report is done on L’Oreal. L’Oreal is one of the best known worldwide brand for their beauty products (Sanford, 2011). The report is also having analysis of sustainability of L’Oreal and sustainability model used by the company in relation to economy, environment and society. The factors which affect the sustainability of the company are also discussed here. L’Oreal mission in relation to their sustainability is explained. There is a brief discussion on history of the company and there different brands which are present in worldwide market.

References

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Loreal.co.in,. (2015). L'Oréal India. Retrieved 26 February 2015, from https://www.loreal.co.in/

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Yigitcanlar, T., & Dur, F. (2010). Developing a Sustainability Assessment Model: The Sustainable Infrastructure, Land-Use, Environment and Transport Model. Sustainability, 2(1), 321-340. doi:10.3390/su2010321