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Article: LANCOME UNFURLS ITS GAME PLAN.
- Article from:
- WWD
- Article date:
- April 23, 1999
- Author:
CopyrightCOPYRIGHT 1999 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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NEW YORK -- Lancome, a division of Cosmair Inc., the U.S. arm of L'Oreal, is heading for the next millennium with a new management team, an armload of product introductions, an ambitious growth plan -- and a lingering question.
The issue that Lancome faces is the same question with which every huge cosmetics company grapples: How to remain vibrant and relevant while maintaining the momentum of a big machine.
Lancome's answer appears to be to remain faithful to its core consumer while reaching out to new, often younger, users by stressing innovation in its product development and putting more muscle into its advertising budget. It also is emphasizing ...