Loreal 2013 Annual Report Download - page 82

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⁄ UNIVERSALISATION
INSPIRES
IN NOVATION
Deciphering consumer needs and making them a source
of inspiration for science is the mission of the Innovation
and Consumer Insight Department. Its objective:
to accelerate innovation all over the world.
At L’Oréal, big ideas come from the encounter between
the consumer and science. To optimise this interaction
and respond more effectively to the diversity of beauty
expectations, Research and Innovation has mapped out
the world, dividing it into groups of consumers, based on
skin and hair types, climate and also beauty routines and
aspirations. Each group of consumers is associated with a
L’Oréal Research and Innovation hub (see map “The multi-
polar organisation of Research”, page 77).
DETECTING WHAT IS NOT EXPRESSED
For each of these groups, the task of the local Consumer
Insight team is to study consumers’ attitudes and expecta-
tions towards beauty products. This even means interpret-
ing the contradictory desires that can exist in one person,
for example for hair that holds its shape, while still having
natural movement and softness to the touch. Systematically
applied in all markets, this method is used to guide product
development by focusing on local beauty routines.
Adaptation to local
routines required
the development of
a new technology
and a different
fragrance.
Elvive Total Repair 5
enabled L’ORÉAL PARIS
to seize the
opportunities of
thisvast market.
2013
IN INDIA
80
BEAUTY IS
A SCIENCE