The global cosmetics industry has continued to grow driven by the upgrading of consumption and the rise of emerging markets. As a leading enterprise in the industry, LOral's marketing strategy is significant for maintaining its market leadership position and leading industry trends. This study takes "How does LOral maintain its leading position in the highly competitive global market through marketing strategies" as the core issue. Based on the 4P marketing framework and the SWOT model, combined with academic literature and industry data in the past five years, it conducts a sys-tematic analysis of LOral's product portfolio, pricing strategy, distribution network and promotion methods. LOral has constructed a significant com-petitive advantage through a diversified product matrix (such as professional brands for different skin types), a multi-price range coverage strategy, an omni-channel distribution network (especially the e-commerce layout in emerging markets), and the integration of celebrity endorsements and social media marketing. However, it faces challenges such as high reliance on ma-ture markets and controversies over animal testing. In addition, the expan-sion of the male cosmetics market and the development of e-commerce in emerging markets have created new opportunities for it, while the rise of niche brands and regional regulatory differences pose the main threats. The research suggests that LOral further consolidate its market position by deepening localization in emerging markets, strengthening the dissemination of alternative testing technologies, expanding its male product line and op-timizing its sustainable development strategy. This research provides practi-cal references for brand strategy management in the beauty industry.
Ying Shen (Tue,) studied this question.