L ' Oréal has positioned itself as a high-end cosmetics company, high quality, meet the sophisticated demands of consumers. To do this, L ' Oréal has continued research to produce new models, new beauty recipe. In addition, L ' Oréal has also covered a period of massive funding for the marketing campaign when launching a new product line or when penetrating a new market. Moreover, in terms of the current globalization, L ' Oréal face many other cosmetics companies from emerging countries such as China, Japan, South Korea. The main rival of the L ' Oréal as P & G, Unilever, Kimberly Clark, Colgate-Palmolive are also done production process reforms, lower production, increase global competitiveness. It also meant that L ' Oréal face enormous cost pressure. How to lower the costs of research, production, whose products remain competitive with the competition is always a question that L ' Oréal must answer in order to survive and grow.
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