Indagine riguardante le dinamiche del settore cosmetico: il caso L'Oréal

The cosmetic industry is a complex sector that includes many products such as cosmetics, skincare, fragrances, and associated things. It holds significant importance in terms of personal care, self-expression, and improving the appearance of one's look, consequently creating a big impact on the global economy. Significantly, this industry has demonstrated outstanding resilience throughout the COVID-19 epidemic, effectively adjusting to changes in consumer patterns and issues in the supply chain. The discussion of cultural variances in the definition of beauty holds substantial importance in the examination of the cosmetics market. The consideration of cultural differences in product development and marketing should be of the highest priority for the industry, given that consumer preferences are influenced by cultural values, and marketing methods obtain varied responses among different cultural groups. The cultural dimensions of Hofstede's and Maslow's hierarchy of needs are two significant theories that hold considerable implications for organisations in the development of effective marketing strategies. The Hofstede framework provides valuable insights into cross-cultural variations, facilitating organisations in comprehending and respecting the cultural values and preferences of their intended markets. In contrast, the Maslow's Hierarchy of Needs offers insights into consumer behaviour, allowing businesses to recognise and adapt to the different desires and motivations of individuals. Culture serves as the foundational structure of a given society, including a wide range of values, beliefs, and behaviours that are transmitted across successive generations. Marketing communications are tightly linked with cultural contexts, and the interpretation of communications is influenced by cultural norms. In order to achieve worldwide success, it is essential for advertising campaigns and goods to exhibit an in-depth understanding of cultural complexities, as well as a willingness to recognise and adjust to them. L'Oréal, being the largest global cosmetics company, has formulated region-specific methods to effectively promote its products while acknowledging the significance of cultural comprehension. Although L'Oréal embraces a universalization approach, it is essential to acknowledge that cultural differences cannot be ignored. Empirically examining L'Oréal's advertising campaigns across various countries provides valuable insights into the impact of culture on advertising content and social media communications. L'Oréal's global success depends on its ability to effectively manage the dynamic connection between culture and marketing.