Mission

“An effective mission statement describes the firm’s fundamental, unique purpose. An
important part of this description indicates how a firm is unique in its scope of operations and
its product or service offerings.” (Ireland and Hitt (1992, p. 35) There are five mission of the
L’oreal includes:

1. Beauty is a language.

For more than a century, L’Oréal has devoted itself solely to one business: beauty. It is a
business rich in meaning, as it enables all individuals to express their personalities, gain self-
confidence and open up to others.

2. Beauty is universal.

L’Oréal has set itself the mission of offering all women and men worldwide the best of
cosmetics innovation in terms of quality, efficacy and safety. It pursues this goal by meeting
the infinite diversity of beauty needs and desires all over the world.

3. Beauty is a science.

Since its creation by a researcher, the group has been pushing back the frontiers of knowledge.
Its unique Research arm enables it to continually explore new territories and invent the products
of the future, while drawing inspiration from beauty rituals the world over.

4. Beauty is a commitment.

Providing access to products that enhance well-being, mobilising its innovative strength to
preserve the beauty of the planet and supporting local communities. These are exacting
challenges, which are a source of inspiration and creativity for L’Oréal.

5. L’Oréal, offering beauty for all.

By drawing on the diversity of its teams, and the richness and the complementarity of its brand
portfolio, L’Oréal has made the universalisation of beauty its project for the years to come.
According to David and David (2003, p.13), they suggest the nine components that an effective
mission statement should include such as:

(1)customers (the target market);

(2)products/services (offerings and value provided to customers);
(3)geographic markets (where the firm seeks customers);
(4)technology (the technology used to produce and market products);
(5)concern for survival/growth/profits (the firm’s concern for financial
(6)soundness);
(7)philosophy (the firm’s values, ethics, beliefs);
(8)public image (contributions the firm makes to communities); and
(9)employees (the importance of managers and employees);

From L’Oreal mission statement, we can conclude that L’Oreal has a good mission’s statement:

a) Broad in scope and forward looking towards current product-market-customer-and

technology focus.
b) Identify the utility of L’Oreal products as a beauty product.
c) Understand and captures needs, traditions, and aspirations of consumers in every part of the
world.
d) Reveal that the firm is environmentally that also do a lot of various programs-based
environment such as ‘Sharing Beauty with all’ is aimed at making L’Oréal a model company
in terms of sustainable innovation, production and consumption, and in sharing its growth
with all the Group’s stakeholders.
e) Their profit is more correctly an objective and a result of what a firm does.

However, even though their mission statement focuses on beauty products, they manage to
maintain their position as leader of the global cosmetics market in the world. They could
formulate mission not just on beauty products but also provide research and development on
beauty and cosmetics products which works with dermatologist, cosmetologists, and scientists
to satisfy customer’s needs. Their mission ‘Beauty for All’ would indicate that L’Oreal is
offering high quality products with reputable brand such as Maybelline, Garnier, Body Shops,
and various other brands.