THE CUSTOMER CONNECTION

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• THE CUSTOMER CONNECTION
• AND
• LOREAL

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Diversity Best Practices and Womens Network

• Diversity and the
• Customer Connection
• LOREAL USA
• January 19 2006

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Our Mission

• LOreal is dedicated to serving all expressions
  of beauty and well being, which it seeks to make
  accessible to women and men all over the world.

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Diversity and Inclusion

• In order to be global you must first be global
  from within.
• Lindsay Owen Jones --- Chairman
• LOREAL

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Diversity At L'ORÉAL
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Diversity and Inclusion at L'Oreal USA
Fishing in Different ponds
Reaching Out -- MBA
Diversity Recruitment
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LORÉAL

• 1 Cosmetics company in the world
• 17 worldwide brands, covering all distribution
  channels
• 15 share of the worldwide market
• Present in 130 countries
• 13 consumer testing centers around the world

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LORÉAL

• 2979 researchers.
• 3 of turnover invested in Research.
• 5 strategic categories hair care, hair color,
  skincare, make up and perfumes.
• Employ more than 50, 000 people.

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Marketing to the consumer
Cultural Diversity
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Cultural Diversity
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Marketing to the consumer
SOFT SHEEN-CARSON
Cultural Diversity
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• LOREAL PARIS signs Eva Longoria and Penelope Cruz
• Vive haircare and Natural Match
• Company reflects their values
• Their energy, heart, spirit

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Research for the consumer
LOREAL Research Centers
Europe
USA
Japan
Cultural Diversity
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• The LOréal Institute
• for Ethnic Hair and Skin Research

Victoria Holloway-Barbosa, MD, MPH
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Research for the consumer
Cultural Diversity
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Research for the consumer
SOFT SHEEN-CARSON
Cultural Diversity
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Research for the consumer
Cultural Diversity
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Research for the consumer
Cultural Diversity
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Research for the consumer
MAYBELLINE
Cultural Diversity
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Diversity at L'Oreal

• Diverse strategic locations

2. 95 of LOréal products are made by LOréal
employees in LOréal plants located in 19
countries
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Our consumers-- the portal to our success

• 50 plus years of testing in the U.S.
• A Data base in 2005 of over 6000
• Competitive testing
• Stability testing
• Application testing
• 4 generations of consumers

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Simulated Light System
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From conception to consumption

• In Brazil observation of local practices led us
  to develop the first transparent gel mascara to
  simply curl already long and dark eyelashes.
• Our business demands sensitivity for emerging
  trends, a feel for fashion and culture and a
  instinctive sense of style and beauty to fulfill
  dreams and unleash emotions.

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Consumer Affairs LOreal
Consumers

• Communication with our consumers is important
• For the consumers who have Qs, need help
• For us to understand consumer needs
• Each brand has a toll-free number
• Information/ actual calls are sent to marketing

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Our Consumers

• Have a wide variety of backgrounds, education
  levels, ethnicity, geographic location,
  personalities, needs, styles of communication,
  ways of processing complex information (such as
  hair color advice)
• Some are more comfortable speaking Spanish, (
  receiving written correspondence in Spanish)
• Some want advice others want compensation
  others want to let the company know about their
  wants needs

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The people who talk to our consumers

• Have a diverse background work life
  experience, ethnicity,
• Have in common a sincere interest in helping
  others, exceptional ability to communicate with
  many different people, a passion for our products
  and helping others use them successfully
• 15 are fluent in Spanish

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To help consumers we must

• Understand (relatively quickly) their individual
  needs
• Be sensitive to their style of communication
• Help them choose products appropriate for their
  skin hair type, coloring, lifestyle

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To help our staff help our consumers

• We provide 3 months initial training in
  customer service skills as well as product
  knowledge
• We hold periodic QA sessions
• We discuss the culture of service providers
• We work together as a team, supporting each other
  in our efforts to help consumers

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Our Diverse Consumers

• Have unique hair and skin care needs
• Often want to speak with someone who personally
  understands those needs
• Can identify the ethnicity of the person they are
  speaking to and sense their appreciation or lack
  of appreciation of their needs

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Consumer Testing Because you are worth it
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Cultural Diversity
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LOREAL Diversity and Inclusion