The process in which integration and interaction between companies, people, and governments of different nations happens is called globalization. Factors, such as: investment and international trade drive globalization. However, globalization without the presence of information technology will not work properly.
Globalization has several effects on several aspects of human life, among them we can mention: culture, prosperity, economic development, political systems, environment, and thus in general on human physical well-being. On the other hand, it helps the companies grow and reach worldwide markets.
Why L’Oréal did become global? Because it is what any company dreams of, to go global, reach more clients, and therefore, earn more money.
But how did L’Oréal managed to go global in such a level?
The company was founded in 1909 by Eugene Schueller. In that time it was just a small business, however, now it is the world’s largest Cosmetic and Beauty Company in the world. Such a growth without a proper plan for globalization was impossible. The policies, which helped L’Oréal go global, are:
Covering all beauty needs, including; Skin Care, Hair Care, Hair Color, Color Cosmetics, and Fragrances.
Creating new brands for different regions. In general there are 23 global brands, however the major ones and the most important ones are; L’Oréal Paris, Garnier, Maybelline, Essie, L’Oréal Ombrelle, and Softsheen.Carson.
Paying attention to global consumer needs. Thus, “Geocosmetics” was created to study the needs of different consumers around the world. Stablishing research centers, institutes, and evaluating centers around the world.
Adding men beauty products in 1999.
Using the international and local celebrities for advertisements.
Having spokes models almost all around the world.
Sponsoring festivals and film placements.
Proper online advertisement.
"What Is Globalization? | Globalization101." Globalization101. The Levin Institute - The State University of New York, 2015. Web. 21 July 2015. <http://www.globalization101.org/what-is-globalization/>.