L'Oreal’s Strategy: Boosting Customer Base While Reducing Sustainability Footprint

L'Oréal CEO Jean-Paul Agon says his company can achieve its strategic goal of adding one billion customers over the next seven years while having a smaller impact on the environment. The company also said it will work to gets its customers involved in reducing the sustainability footprint by selling products that are “both sustainable and desirable”. The goal of meeting all the beauty needs of men and women globally – dubbed the “universalization strategy” – will involve raising awareness among consumers, through its brands, about sustainability and encouraging customers to “make more sustainable choices”. The company says it is committed to achieving 100 percent sustainability across its product line by 2020.