Examines L'Oreal's acquisition of leading U.S. cosmetics brands, including Maybelline, Redken, and Kiehl, and subsequent updates, and globalization. Reviews the history of L'Oreal, is now the world's largest cosmetics company, from its origins in France in 1907. The company entered the United States in 1953, and since 1990, has rapidly expanded with the acquisition of American brands that have been renewed, and then taken international. Focuses on Kiehl's - from 1851, a quaint New York luxury brand - which L'Oreal acquired in 2000 and is now spreading around the world. Shows how the L'Oreal developed a portfolio of U.S. and European brands, which are now sold all over the world. Examines corporate strategy and marketing challenges facing the consumer products company, they purchase and how globalization can contribute to globalization. "Hide
by Jeffrey J. Jones, David Kiron, Vincent Dessain, Anders Sjoman Source: HBS Premier Case Collection 28 pages. Publication Date: April 28, 2005. Prod. #: 805086-PDF-ENG
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