64.78% Have Heard of L’Oréal Products and the Brand

L’Oréal is one of the most popular personal care companies in the world. In fact, the French company has been up and running since 1909. Currently, as the world’s largest cosmetics company, the brand owns many subsidiaries to target niche markets worldwide. To many, this strategy is what sets L’Oréal products apart from the rest.

Thus, Real Research launched a L’Oréal survey in order to see if L’Oréal ranks as its respondents’ favorite cosmetics brand. The survey also aims to seek L’Oréal products satisfaction level among the respondents. Here are the results.

Highlights

• 40.95% pick L’Oréal as their cosmetics company favorite.
• 11.88% say Maybelline is their favorite L’Oréal subsidiary.
• 13.18% bought hair care L’Oréal products over the past 6 months.

64.78% Is Aware of L’Oréal Based in Paris, France

Specifically, L’Oréal ranked at first place (40.95%) as the respondents’ favorite brand among the top 4 largest cosmetics companies in the world. Following L’Oréal is Unilever with 30.0%. Respectively, Estee Lauder and P&G got 14.70% and 14.32% respectively.

In addition, respondents chose their favorite L’Oréal subsidiary brands. In order, L’Oréal took the lead with 39.51%. Following this is Maybelline (11.88%), The Body Shop (7.73%), Lancome (4.59%), NYX (4.23%), and Yves Saint Laurent (3.81%).

Next, respondents reveal the type of L’Oréal product they purchased over the last 6 months. First off is skin care L’Oréal products (31.88%), then body care L’Oréal products (15.01%), and sun care L’Oréal products (5.69%). Following this is face makeup L’Oréal products (4.81%), cosmetics for lips and eyes (1.18%), and nail polish (0.39%). 

23.43% Say They Choose L’Oréal For Its Quality

Meanwhile, 21.06% say they buy L’Oréal products due to its prices. In contrast, 11.70% say it is the ingredients used in L’Oréal products that make them want to purchase it. In addition, 6.16% say packaging, 5.12% say brand image, and 4.66% say scent.

Next, the survey asks respondents where they buy their L’Oréal products. On this, 27.08% say department stores while 17.20% say online marketplaces. Likewise, 9.18% say online retailers, and 7.15% say L’Oréal online stores. Lastly, 5.65% say health and beauty stores, 4.14% say hypermarket, and 1.06% say convenience stores.

As for how respondents found out about L’Oréal products, 29.33% say through advertising. Meanwhile, 13.63% say the internet and social media while 13.13% say via friends. Likewise, 7.51% say magazines, 5.22% say word of mouth, and 3.80% say promotional events.

Respondents’ Discuss L’Oréal’s Competitive Advantage

On this, 27.45% believe that having a range of globalized product lines is what sets the brand apart from its competitors. Then, 16.36% said it’s the classification of its subsidiary brands. In contrast, 13.62% say the brand deployed professionals with multicultural backgrounds in new product development.

Adding on, 6.84% say the brand operates consumer testing programs, 4.47% chose the absence of animal testing, while the rest chose major investments in R&D, purse innovation, and unique strategies for portfolio diversification.

Next, respondents contemplate what the brand should do to better its image. On this, 24.47% say to release more new products, 16.20% say to upgrade product quality, 15.24% say to organize additional discounts and promotional events, and 8.10% say to improve customer service.

65.16% Say They Would Purchase L’Oréal’s Products in the Future

This goes in line with the respondents’ responses to L’Oréal products’ satisfaction. Here, 30.68% are ‘Extremely satisfied’, 25.68% are ‘Satisfied’, 29.23% are ‘Neutral’, 6.03% are ‘Dissatisfied’, and 8.39% are ‘Extremely dissatisfied’.

Finally, the survey asks respondents if they would participate in consumer testing programs to develop a variety of new products. On this, 66.49% said ‘Yes’. The rest of the respondents chose a firm ‘No’.