L’OREAL NEDERLAND B.V.

The skin care market was the second largest sector of the Dutch cosmetics and toiletries market with volume and dollar sales growing quickly. Market research concluded the buying intentions for the product were high. Adding to these intentions are demographics. In the late 1980’s 40 percent of the Dutch population was under 25 years old. Since consumers in this age group are the largest users of cosmetics and toiletries this offered a promising market. The fact that women working outside the home in the Netherlands were increasing at a fast pace adds to greater self-confidence and independence increasing demand for such products. With disposable income available, more women would use that to purchase cosmetics for use on a daily basis. Despite the rising incomes, Dutch women still shopped for value; therefore mid-price cosmetics was a promising market.

Cons
Since consumers tend to be loyal to current brands getting consumers to switch brands might be difficult. Self-co...