3.1 Success Case Study- L'Oreal
Changing attitudes can be particularly difficult due to the new consumer's outlook. They expect/demand more (Arnold, 2009), and are far more scrutinising than ever. Therefore they are creating attitudes towards products that are far more enduring (Oskamp & Schultz, 2005). This presents an issue for marketing executives as once a customer has a set view or attitude towards a product it is hard to alter.
L'Oreal were branded with a negative persona after they claimed they did not test on animals, however were later found to be animal testing. However by changing their brand image and promoting ethical products though the body shop they saved their image. This case study shows the success of L'Oreal in changing attitudes and successfully promoting ethical products.
L'Oreal was found to be falsely claiming it was 'animal cruelty free'. This was further reinforced by PeTA, who moved L'Oreal from their “don’t test” list to their “do test” list, (PeTA, 2003). This presented a problem for the marketing executives as L'Oreal's reputation was affected and negative attitudes towards their products were created. Although sales did not fall drastically, a negative persona surrounded the company.
L'Oreal recognised the attitudes being built around them needed to be changed. The functional theory of attitudes—developed by Daniel Katz—offers an explanation as to the functional motives of attitudes to consumers (Solomon, 2009). Katz theorises four possible functions of attitudes. Understanding the purpose of a consumer’s attitude is an imperative step toward changing an attitude. Two functions in particular were utilised by L'Oreal to tackle this attitude.
The knowledge function is prevalent in individuals who...
... middle of paper ...
...CLELLAND, D (1965) Toward a theory of motive acquisition. American Psychologist.
OSKAMP S. & Schultz, W. (2005). Attitudes and opinions. Lawrence Erlbaum Associates, NJ
PeTA (2003) L'Oreal- what happened. [Online]. Last accessed 30.04.2014 at: http://www.peta.org/about-peta/faq/loreal-used-to-be-included-on-the-cruelty-free-list-now-i-see-that-it-is-included-on-the-do-test-list-what-happened/
SOLOMON (2009). Consumer Behaviour: A European Perspective. Prentice Hall, Pearson Education Limited, Edinburgh Gate, England.
The Guardian, (2012). L'Oreal Advert Banned [Online]. Last accessed 20.04.2014 at: http://www.theguardian.com/media/2012/feb/01/loreal-advert-banned
The Telegraph (2011). Era of Transparency. [online]. Last accessed 30.04.2014 at: http://www.telegraph.co.uk/news/politics/david-cameron/8621560/David-Cameron-We-are-creating-a-new-era-of-transparency.html
One objection Norcross states in his essay is that “perhaps most consumers are unaware of the treatment of animals, before they appear in neatly wrapped packages on supermarket s...
In conclusion, Old Spice uses classical conditioning to influence consumers’ attitude by having conditioned and unconditioned responses and stimulus. They campaign their products really well and get outstanding response and comments from all over the world. Old Spice also use many type of communication source that are involved in influencing the growth of the product. Social Media plays a huge role in advertising the product and putting on a campaign. Consumer’s attitude towards Old Spice was reflected on the comments they post. The elaboration likelihood model also proposes the more global view that consumer attitudes are changed by the central and peripheral. People who are up for trying the product are most likely central route.
There are many issues involving L’Oréal Canada and its involvement in animal testing. Many consumers feel strongly about animal testing because it is inhumane, therefore they do not wish to purchase products tha...
Over the past couple of years many companies of these cosmetic products released that they are against animal testing including LUSH Fresh Handmade Cosmetics, The Body Shop, and many others. There are still companies that still do test with animals; over 250 on PETA’s website. A large percent of these are well-known companies such as Johnson & Johnson, Estee Lauder, Procter & Gamble, L’Oreal, and others that may surprise the consumer. The majority of these companies are producing the same products yet using different animal testing results. This causes the number of test subjects to be substantially larger than what is needed. The number of tests being conducted could be reduced if these companies either become anti animal testing or share results with other companies. This idea might seem like a long-shot since sharing information with their competitors seems ridiculous. If you take a step back from looking at each individual company, you’ll see that they are all conducting similar tests with similar products. Sharing results of these tests with other companies potentially selling similar products, with the same ingredients, will result in a large drop in animal testing (Search for Cruelty-Free
Solomon, M. R. (2012). Consumer behavior: Buying, having, and being (10th ed.). Upper Saddle River, N.J: Prentice Hall.
...chase the product again, and are also inclined to say good things about the brand to others; the opposite applies to customers who are dissatisfied with the products. Value also affects post purchase behaviour, as research shows that 56 percent of Irish consumers agree, that if they purchase something that was not on sale, they feel like they have overpaid (Board Bia, 2012).
McSpotlight on the Cosmetics, Toiletries and Household Cleaners Industry. (1997) The Ethical Consumer Guide to Everyday Shopping. Internet. http://www.envirolink.org/mcspotlight/beyond/unilever.html
Research can be defined as a systematic method through which new knowledge is discovered. No matter what topic is being studied or analyzed, the value of research lies in how well it is designed and carried out. There are several types of research which include: surveys, interviews, content analysis and focus groups. As an advertiser it is important not only to be aware of your surroundings, but what goes on in people’s minds. Individuals’ needs and wants are not only essential but the base of an advertisement’s success. The purpose of this essay is to conduct my own research about a company that has transcended barriers such as race, disabilities, and gender with a phrase that has sparked interest, innovation and motivation all over the world: “Just Do It”. Since the 1980’s Nike has not only become one of the leading sports brands, but a corporation that learned just how to convey a message and reach their target consumers through successful advertisement. The question is: What is portrayed through Nike’s advertisement and slogans? How has this helped sales, and how far has advertisement pushed its success? The objective of this research paper is to find and understand in-depth answers to these questions that bring a
The topic of research on animal testing in the cosmetic industry has long been a controversial and prominent topic. While some believe that it is necessary to test the products on animals before trying them on humans, the others stand by their support for the animals. Even though many major cosmetic companies have claimed to discontinue the practice due to new alternative ways, it still continues around the world. Companies like L’Oreal, Lancôme, Max ...
It has been almost four years since Jaqueline Traides teamed up with Lush Cosmetics to make the public aware of the cruelty of animal testing. Lush, a company that prides itself on not testing their products on animals or using animal ingredients, displayed a live action performance art on a typical day in their Regent Street store in London as a protest against the companies that still continue this process knowing there are other humane ways (Vrba, 1-2). Britain actually outlawed the testing of animals for cosmetics long before this event took place, but not without a fight; the cosmetics industry attempted multiple delays of the law going into effect in order to keep the testing in place, but eventually gave up (Vrba, 22-23). Inspired by
Mooij, M.de. (2004). Consumer Behavior and Culture, Sage Publications, Page 102, Page 119, Page 274, Page 275
Today, vast product selections require marketers to identify and understand their target market, and to ensure their message is specifically directed to, and clearly received by their target market. In Dove’s example, early marketing strategies targeted all woman who needed an alternative to harsh soaps. However, as soaps progressively became less harsh, the Dove brand required more strategic positioning in the minds of their consumer. When speaking to Dove’s re-positioning efforts, Flagg (2013), points out that while similar products associate brand image with slender, stereotypical models, Dove’s “2004 campaign for Real Beauty” (p.1) specifically targeted ordinary women, celebrating women’s diverse body shapes, and the importance of every woman feeling good about herself (p.1). With ever increasing product offerings entering the marketplace, marketers must clearly communicate to their target group why their product is right for them, as compared to other
...products on animals. The conflict is that even though the public is strongly against testing on animals, manufacturers are required by trade standards and consumer protection laws to show that their merchandise is not toxic and dangerous to public health, especially when it is in large quantities for shipping (“Testing Cosmetics on Animals” pars. 3).
There are 5 stages of consumer decision making process that are: need recognition; information search; evaluation of alternatives; purchase decision; post-purchase behavior (Perreau, 2014). I believe that message should be delivered in between need recognition and information search, because at these steps consumer is thinking to buy a product and he/she is looking for product as per wants and needs. The reasons for customer attraction for Nike sportswear
There are some people who think animal experimentation for cosmetics is right and animal testing should continue because it helps to ensure the safety of the products. Testing the products and ingredients on the animals eliminates higher danger risks for the consumers. However, there are a lot of ways to ensure and test products that are animal cruelty free. There are plenty of companies that are animal cruelty free. For example Elf cosmetics, Urban Decay, and Lush cosmetics do not test on animals. The European Union ban on the sale of products tested on animals, further interprets the claim that change is possible and more companies should be animal cruelty