International I

Albert 00000015483
Anisa Sukmadewi H. 00000014811
Gabriel Edric 00000012528
Fransisca Chandra 00000011038
Lai Zhi Hao 00000014855
Kevin Igianto 00000015972
Liana Siddik 00000019373
Margaretha Regine Anjanette 00000011016
Michelle Hana P. H. 00000017904
Pricilla Marcia 00000015913
Stefanny 00000013307
CULTU
RAL
FACTO
RS
Cultural Differences and
Similarities DIFFERENCES
LOREAL (FRANCE)
Promotes natural beauty
Sees beauty as a pleasurable,
should not be painful
Believes in long-term upkeeping
instead of short-term fixes
Beauty is an essential, ongoing
investment
INDONESIA
Still promotes radiant, white beauty
with Western features
Believes in traditional beauty
remedies such as jicama
(bengkoang) and jamu.
Pain for beauty is still accepted
Cultural Differences and
Similarities SIMILARITIES
Skincare should be easy and simple

Even though both cultures have a different idea of what beauty looks like,
both promote a healthy look

Beauty regimes are important for women

Both cultures promote more natural looks

Dimension of Culture
Power Distance: The extent to which less powerful members of
organization accepts that power is distributed unequally.

Uncertainty avoidance: the extent to which people feel threatened to

things that are ambiguous.

Individualism/Collectivism: The tendency of people to look after

themselves and immediate family only. (Individualism - individual
behavior is important, collectivism - group behavior is important)

Masculinity/Femininity: Situation where things such as success, money

and material things dominates the values of a society.

Long-term Orientation: Values status, persistence.

Dimension of Culture: France
Vs. Indonesia Power Distance: High
- Ad. appeals to leadership and how the
product can benefit you.
Individualism: High
- Ad. emphasizes on how the product
benefits you individually. E.g. individual
freedom, self rewarding, etc.
Masculinity: Somewhat feminine
- Ad. reflects on not only the success
aspects of things but also showing care
for others.
Uncertainty Avoidance: High
- Ad. shows its guaranteed benefits and
specific features.
Long-term: High
- Ad. fits the traditions of the country
Dimension of Culture: France
Vs. Indonesia Power Distance: High
- Ad. appeals to leadership and how the
product can benefit you.
Individualism: low
- Ad. emphasizes on how the product
benefits your community.
Masculinity: Low masculinity
- Ad. emphasizes on status and success.
Uncertainty Avoidance: Low
- Ad. shows lifestyle promotions, implied
benefits and positive change.
Long-term: High
- Ad. fits the traditions of the country
Culture and Values
France: Indonesia:

Culture values freedom and Culture values Family, Pride, Status.

passion
On advertising:
On advertising according to Havas
Ad. Agency - Needs to show family values

- Aim for their hearts not their - Needs to emphasize on how

wallets. your product can show their
status.
- Money is associated with
corruption
Cultural Sensitivity and Social
Responsibility
People see, interpret, and evaluate things in different ways

Organizations (and its ad) must be responsible:

Socially
Culturally
Economically
Environmentally
Cultural Sensitivity and Social
Responsibility
SOCIAL & CULTURAL

https://www.youtube.com/watch?v=McCUVz-5Ygc

LOreal realizes that the standards of beauty differ from one country to
another

Each country also values the application of beauty differently

Cultural Sensitivity and Social
Responsibility
ECONOMIC

LOreal has a wide range of reach towards economic segments. They

divide their brands into mass (e.g: LOreal Paris, Maybelline, NYX
Cosmetics, Garnier), professional (e.g: LOreal Professionnel, Kerastase),
luxury (e.g: Urban Decay, Lancome, YSL, Kiehls), and active (Vichy,
Dermablend) cosmetic market; making it possible for people from every
economic status to consume it
Cultural Sensitivity and Social
Responsibility
ECONOMIC

LOreal Foundation -> For Women in Science and Beauty for a Better
Life
Cultural Sensitivity and Social
Responsibility
ENVIRONMENTAL

https://sharingbeautywithall.loreal.com
MARKET
ING
RESEAR
CH
The importance of marketing
research in International Ad
Different cultures and values in every country

Get to know the local competitors

What the locals really need?

But in this case, LOreal didnt do any adjustment to

their advertisement in the international market.

Billboard advertising for LOreal Paris Total Repair 5
Shampoo in Jakarta, Indonesia (left) and India (above).

The advertisement looks identical. This means that LOreal

done their campaign globally.
Types of International Media
Available to Advertisers
Types of Intl Media Available to
Advertisers LOreal has been known to advertise their
products worldwide. The largest region in
terms of revenue is Western Europe,
followed by North America and Asia
Pacific. The three made for more than 83
percent of the revenue.
Types of Intl Media Available to
Advertisers
TV Ad

https://www.youtube.com/watch?v=aJ2K7picKoI

https://www.youtube.com/watch?v=QbyIj3WGHyo

Online Ad

https://www.youtube.com/watch?v=McCUVz-5Ygc

LOreal #BeautyForAll is a youtube channel created for Ad that is targeted

worldwide without any specific region.
Cont.
Magazine / Printed Ad
How LOreal Creates Their
Campaign Worldwide
LOreal, the beauty group, mixes global and local

L'Oral is pursuing a strategy of "universalisation" - creating brands with a

global presence but products adapted to suit local tastes.

LOreal makes sure that their brand, in every part of the world, have
ranges of products that are completely specifically designed, formulated
and adapted to the needs and demands of the local consumers (e.g. The
L'Oral Paris brand is the same brand in China that it is in the USA or in
Europe, but the products are different)
Why Campaign
Transferability Can be
DIfficult in International
Doing a campaign that suits the whole
worlds standard is never easy. Each

Advertising
and every country in this world has
their own value. For a beauty product
like LOreal, they need to think about
what is needed by the consumers in
each region of the world (e.g.
Westerners need anti-aging products
as they value youth, Asians need
whitening products as they value fair
skin tone)
LOreal Campaign Targeted
Worldwide
LOreal Your Skin, Your Story Campaign

https://www.youtube.com/watch?v=q60P587MXBU

This campaign is for LOreal True Match foundation range product that has 33
shades to celebrates the intrinsic worth and beauty of everyone. From an
artist and artisan native to Nepal, to an American transgender model, actress
and writer, to a travel and food lifestyle blogger from Hawaii, to a millennial
male model of Caribbean descent, each of the individuals featured share their
unique heritage and skin story.
LOreal Campaign Targeted
Worldwide
#BeautyForAll Campaign tells us that Whoever you are, wherever you're
from, you're beautiful"

https://www.youtube.com/channel/UC_BzCoodjJr9Rg9BehVwtQA/videos
INTERNE
T
ADVERTI
SING
Online advertising, also called online marketing or Internet
advertising or web advertising, is a form of marketing and
advertising which uses the Internet to deliver promotional
marketing messages to consumers.
Youtube
L'Oral Paris Advanced Hair Care
Ad featuring Katrina Kaif, Sonam
Kapoor & Aishwarya Rai
Bachchan
https://www.youtube.com/w
atch?v=MTvtVUtPdE4
Beyonc In L'Oral Paris Infallible
Commercial
https://www.youtube.com/w
atch?v=n43sPhVL1uM
LOral Paris True Match
Foundation
https://www.youtube.com/w
atch?v=IrCwqQ2wuvE
L'Oral Paris
Advanced
Hair Care Ad
featuring Katrina Kaif,
Sonam Kapoor & Aishwarya
Rai Bachchan
Beyonc
In L'Oral Paris
Infallible Commercial
LOral
Paris
True Match
Foundation
Website

Loreal.com
Loreal Paris worldwide website
Website
United Kingdom - http://www.loreal-paris.co.uk

USA - https://www.lorealparisusa.com

Indonesia - http://www.lorealparisindonesia.com

Australia - http://www.lorealparis.com.au/

New Zealand - www.lorealparis.com.nz

etc
Facebook
Twitter
Instagram
EVALUATI
ON
&
SUGGEST
ION
 Indonesian l
Advertiseme Advertiseme
nt nt
White Perfect Clinical White Perfect Clinical
https://www.youtube.com/watch?v=i0VB6nF2gXI https://www.youtube.com/watch?v=G2EjNKQewZ

Micellar Water
Micellar Water
https://www.youtube.com/watch?v=vGOx8ybIQls
https://www.youtube.com/watch?v=-44m31Hqis4
Shampoo
https://www.youtube.com/watch?v=R2zhdAT3Nzs Shampoo
https://www.youtube.com/watch?v=DhMUUiVCDeo

We can see that the format of the ad is similar to all

countries, even sometimes they used the same ad but
dubbed in different languages. This maybe because they
want to portray the same global image to all countries
Evaluation of using such a way

While it is important to maintain the global image, a company should understand that some
countries could not adapt to a universal image of the brand.

As we have discussed before about the cultural difference or similarity of a brand, we now
can suggest an advertising strategy to make a more on target advertisement locally rather
than just dubbing.
Evaluation of using such a way
Glocal advertising strategy locally adapting a
universally embraced core idea that will resonate in any
market anywhere in the world.
Ways to do this:
1) a global concept that addresses a universal human
motivation (health/beauty/safe)
2) a unified brand vision with creative delivery that
respects local nuances and empowered consumers in
each locale;
3) dynamic and effective collaboration between the
developers of global strategy and local strategists and
implementers.
designers of global advertising strategy should
carry a creative concept most of the way to
execution while regional marketers tailor the
work to make it locally relevant and aligned to
the different category and brand situations in
different places. Importantly, The framework
respects and encourages local decision-making
while at the same time supporting a unified
brand identity. TO CREATE STORIES THAT
WILL TRAVEL ACROSS COUNTRIES WITHOUT
BEING LOST IN TRANSLATION
SOURCES
Victoria Mesone Reggio. Cultural Awareness and Social Responsibility Prezi. N.p., 2 Nov. 2015. Web. 28 June 2017. https://prezi/com/mbxrd7wmiopb/cultural-awareness-and-social-responsibility/

Warc Staff. L'Oral mixes global and local Warc, 15 Aug. 2011. Web. 2 July 2017. https://www.warc.com/NewsAndOpinion/News/28676?

https://www.geert-hofstede.com/indonesia.html

https://www.geert-hofstede.com/france.html

http://www.nytimes.com/2009/02/19/arts/design/19abroad.html?pagewanted=all

LOreal. Our Values and Ethical Principles. http://www.loreal.com/group/who-we-are/our-values-and-ethical-principles

UK Essays. November 2013. Loreal Cross Cultural Marketing Strategy Marketing Essay. [online]. Available from: https://www.ukessays.com/essays/marketing/loreal-cross-cultral-marketing-strategy-
marketing-essay.php?cref=1 [Accessed 2 July 2017].

Friesner, Author Tim. Digital Advertising. N.p., n.d. Web. 03 July 2017. <http://www.marketingteacher.com/digital-advertising/>.

Great advertising is both local and global. https://hbr.org/2013/03/great-advertising-is-both-loca

Thank
You.