L’oreal’s Global Diversity Strategy

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L’OREAL’S GLOBAL DIVERSITY STRATEGY For over a century, L’Oreal has dominated the cosmetic and beauty industry. Initially, L’Oreal sold shampoo and soaps. Today, L’Oreal has expanded to selling makeup, perfume, hair, and skincare products. L’Oreal currently sells its products in 130 countries and employs almost 70,000 individuals. It currently markets over 500 brands ranging from Maybelline and Lancôme to Giorgio Armani and Diesel. L’Oreal continues to see growth in its current markets, specifically Europe and North America. This success has led it to expand into emerging markets. L’Oreal now targets its products to multicultural consumers in addition to the general market. The transition into multicultural markets requires L’Oreal to develop an innovative diversity strategy. Diversity strategies are important to global organizations because they eliminate discrimination, drive innovation, and foster creativity. Companies can use diverse employees and their unique experiences to expand business and produce a broader array of products in different regions. Implementing a successful diversity strategy is a competitive advantage. Diversity faces inherent roadblocks within the corporation because of lack of employee support and cultural differences. For L’Oreal, diversity is a priority; however, today it faces obstacles when expanding into unchartered territories, such as Japan. UNDERSTANDING DIVERSITY STRATEGY L’Oreal is likely to face roadblocks in its implementation of its global diversity strategy. Unlike affirmative action policies that benefit an underrepresented group, diversity counters discrimination through a broader set of qualities. Diversity is a voluntary strategy that includes differences and unique contributions to maximize potential. Approaches and attitudes towards diversity vary greatly from one country to another based on culture,

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