Success Case Study L Oreal Success

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3.1 Success Case Study- L'Oreal Changing attitudes can be particularly difficult due to the new consumer's outlook. They expect/demand more (Arnold, 2009), and are far more scrutinising than ever. Therefore they are creating attitudes towards products that are far more enduring (Oskamp & Schultz, 2005). This presents an issue for marketing executives as once a customer has a set view or attitude towards a product it is hard to alter. L'Oreal were branded with a negative persona after they claimed they did not test on animals, however were later found to be animal testing. However by changing their brand image and promoting ethical products though the body shop they saved their image. This case study shows the success of L'Oreal in changing attitudes and successfully promoting ethical products. L'Oreal was found to be falsely claiming it was 'animal cruelty free'. This was further reinforced by PeTA, who moved L'Oreal from their “don’t test” list to their “do test” list, (PeTA, 2003). This presented a problem for the marketing executives as L'Oreal's reputation was affected and negative attitudes towards their products were created. Although sales did not fall drastically, a negative persona surrounded the company. L'Oreal recognised the attitudes being built around them needed to be changed. The functional theory of attitudes—developed by Daniel Katz—offers an explanation as to the functional motives of attitudes to consumers (Solomon, 2009). Katz theorises four possible functions of attitudes. Understanding the purpose of a consumer’s attitude is an imperative step toward changing an attitude. Two functions in particular were utilised by L'Oreal to tackle this attitude. The knowledge function is prevalent in individuals who... ... middle of paper ... ...CLELLAND, D (1965) Toward a theory of motive acquisition. American Psychologist. OSKAMP S. & Schultz, W. (2005). Attitudes and opinions. Lawrence Erlbaum Associates, NJ PeTA (2003) L'Oreal- what happened. [Online]. Last accessed 30.04.2014 at: http://www.peta.org/about-peta/faq/loreal-used-to-be-included-on-the-cruelty-free-list-now-i-see-that-it-is-included-on-the-do-test-list-what-happened/ SOLOMON (2009). Consumer Behaviour: A European Perspective. Prentice Hall, Pearson Education Limited, Edinburgh Gate, England. The Guardian, (2012). L'Oreal Advert Banned [Online]. Last accessed 20.04.2014 at: http://www.theguardian.com/media/2012/feb/01/loreal-advert-banned The Telegraph (2011). Era of Transparency. [online]. Last accessed 30.04.2014 at: http://www.telegraph.co.uk/news/politics/david-cameron/8621560/David-Cameron-We-are-creating-a-new-era-of-transparency.html

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