A case study on the launch of Revitalift Laser X3 by L’Oréal Paris Portugal

Abstract

The purpose of this case is to represent a scenario of L’Oréal Paris Portugal strategy when launching a new product in consumer products market in 2013. The Portuguese marketing team of L’Oréal Paris had to decide about a disruptive product innovation in the skin care market. The core of the dilemma is how to launch such a kind of product in the Portuguese market in terms of price and position. The international division of L’Oréal is launching this product as another skin care product, with the purpose of only to complete the offer to the consumer. The Portuguese marketing director of L’Oréal Paris in Portugal had another idea for this product; he did not want to offer just other skin care product. He wanted it to be different and for that he gathered his team to make a decision concerning the strategy to adopt, he wanted to analyze the market to understand how to launch it suggesting a different price positioning and another target group. To make such an important decision the marketing director needed to know at which price they should sell the product in Portugal and for which kind of people would be the target they wanted to capture. They needed to understand which side effects could occur if they change the price that is being settled for that product outside of Portugal. Only after understand those questions, the division manager would be convinced to choose the best option for the launch in Portugal of Revitalift Laser X3.

Date of Award	2 Nov 2015
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Gonçalves Marcos (Supervisor)