Digital marketing and ways of increasing brand awareness online in L'Oréal

Dayana Dyussembina

Bakalářská práce

Abstract:

This bachelor thesis offers a comprehensive analysis of L’Oréal's digital marketing strategies and their impact on brand awareness. Through empirical and qualitative data, the study identifies inclusivity, environmental awareness, and digitalization as critical factors shaping consumer perceptions. L’Oréal has adeptly integrated these elements into its marketing campaigns, aligning with modern societal values and enhancing brand presence. The research highlights a significant positive correlation between social media engagement, digital marketing investments, and company capitalization growth, underscoring the importance of these strategies in L’Oréal’s business model. Recommendations include continued authentic representation of the company’s values in marketing campaigns and careful management of greenwashing risks to maintain consumer trust. To sustain its competitive edge, L’Oréal must consistently innovate and adapt its strategies to reflect current trends and consumer expectations. The thesis also suggests that future analyses in the cosmetics industry should incorporate case studies for more meaningful insights and focus on individual brands, as the success of the holding company may not reflect the performance of its different segments.

Keywords

L’Oréal, Business, Strategy, Competition, Multinational corporation, Profit, Digital marketing

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 26. 3. 2025

Obhajoba závěrečné práce

• Vedoucí: Ing. Kristýna Kučírková, MSc
• Oponent: Jared Daniel Jacques

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Business Administration