Spreading the L’Oréal employer brand

Brandbook

Expectations of “Generation Y”

mobility

speed

future career

“This is the most high-maintenance workforce

in the history of the world” … “The good news

is they’re also going to be the most high-

performing workforce… They walk in with more

information in their heads, more information

at their fingertips – and, sure, they have high

expectations, but they have the highest

expectations first and foremost for themselves.”

Fortune magazine - May 20, 2007.

freedom

technologies

projects

responsibility

passion

network

The L’Oréal employer

brand with a Y

A new generation is on its way. They are our future. The best

of them will be our managers tomorrow. To attract and recruit

them, we must meet new challenges and sometimes

question our own models. Which means accepting that their

background and expectations have changed. That we must go

out and find them where they are, which is not necessarily

where we expect them to be. That they are no longer

constrained to following an impeccable pathway in the best

schools in their own country and that their way of connecting

with the world has changed.

François de Wazières

International Recruitment Director

recognition

L’Oréal: a global leader represented by

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The L’Oréal brands, and in particular L’Oréal Paris, will always be more

visible than the L’Oréal employer brand. In a survey on the L’Oréal

employer brand in early 2009, we asked Asian, North and South

American, and European students the same questions:

What does L’Oréal represent for you?

• Trendy, young and vigorous image

• Promising development in China

• Leader in global cosmetics industry

• Good products supported by strong

company background

• Excellent product advertising

• Strong growth but you don’t know

what you can do there

• A luxury image but mass market products

Will you try to join L’Oréal?

• I am not a marketeer, I wouldn’t be creative

enough for L’Oréal

• I would prefer to join a company in my sector

of study

• Low awareness of career opportunities

in engineering, finance, IT, R&D—essentially

all non-marketing related positions

• Unfamiliar with L’Oréal’s company holdings.

Many were surprised to learn the range of brands

under the L’Oréal umbrella

• Negative perception of salary level, as compared

to consulting/finance

its brands

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CONCLUSION

Best candidates see us as the international leader

in beauty. However, if they have not identified creativity

as their key strengh, they do not think they will

blossom at L’Oréal.

The L’Oréal natural candidate is sensitive to products, likely to be female, creative,

energetic, extrovert, passionate and possesses marketing skills.

L’Oréal spontaneously attracts certain profiles...

MARKETERS

L’Oréal has managed to establish a strong employerimage amongst students planning a career in marketing.

WOMEN

Women are naturally sensitive to the

world of cosmetics and are particularly

exposed to product marketing. They

identify more readily than men L’Oréal

as an international leader developing

a wide portfolio of global brands.

CREATIVE PEOPLECreativity is strongly associatedwith L’Oréal and is clearly perceived by students in general.

It is an important filter: if I amnot creative enough, I can’t joinL’Oréal.

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…But they are also ambitious, male, meticulous, able to develop their network, highly

adaptable and possess business skills.

...But how can we attract others?

MEN AND WOMENDiversity is the key to our creativity.

BUSINESS OR FINANCE

PEOPLE, ENGINEERS,

SCIENTISTS…

L’Oréal needs prime talent in all

métiers to support its growth and

increase its competitiveness.

HIGH AMBITION

Those whose ambition and back-

ground, however atypical, hone them

to take responsibilities fast and young

and to be passionate about our

activity and our Group.

INTERNATIONAL PROFILES

Candidates who reflect theGroup image: multicultural,mobile, open to the world.

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What are their expectations?What does L’Oréal offer them?

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An international context, worldwidecontacts, a borderless culture

Being able to express their creativity

Taking genuine responsibility

Meaning, values, acting for the good of the planet

and its inhabitants

Never get bored, evolve in a stimulating, fun, dynamic environment

Tailored career opportunities rather than standard career paths

L’Oréal has the continuous capacity to offer its most talented employees a career

path that encourages motivation and brand loyalty, based on national or international

business opportunities. L’Oréal&Me reinforces these opportunities and guarantees

new employees optimal and transparent career management.

The diversity of our staff originating from all over the world, the variety of our geographical

locations and our knowledge of local markets make L’Oréal a global company.

A borderless Group in which every nationality and religion works side by side.

The beauty industry is an offer-based industry that lends itself to creativity.

L’Oréal is particularly receptive to new ideas, irrespective of who expresses

them. In every department, our operating mode lets everyone express themselves

with no limits or taboos.

Immersed in our universe, accountable for their mission and objectives, every new

recruit must rapidly become autonomous and take responsibilities. As a result they

have a chance to develop fast and go far. In direct contact with top management,

L’Oréal staff can rapidly climb up the career ladder.

Jumping in at the deep end, voicing new ideas, assuming full ownership of one’s

job in a stimulating and creative environment all require L’Oréal employees

to interact with others and be passionate about its products, market

and objectives. This positive pressure guarantees our speed

of reaction and stimulates our energy, enthusiasm and desire

to succeed as a team.

Integrity, responsibility and respect for people

and the environment have been a key part

of L’Oréal’s DNA since the early days.

Many projects throughout the world

demonstrate those values.

12% of our managers (“cadres”) work outside their native country

(41% of our general managers)

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Affirming our identity for a more relevant employer brand

A business leader built through global brands

The L’Oréal Group brand is a key differentiator on a CV: credibility of 27 international

brands sold in 130 countries, building up the #1 beauty business in the world.

It is a guarantee to working in multicultural contexts and acquiring global business vision.

The 3 pillars of the

L’Oréal employer brand:

A working culture built on Energy, Passion and Fun

Informal, instinctive, non-hierarchical, based on each person’s receptiveness to others

and capacity to build their network in a Group that hires atypical and talented personalities

in an environment of attractive products, the “L’Oréal way of working” encourages its staff

to push out the limits of their creativity and capacities.

Ambitious careers built across multiple jobs, markets and countries

The portfolio of different brands, markets and countries, global and local responsibilities,

offers incredible possibilities for real accountability and career development in each

and across all job specialties.

Most leaders at L’Oréal are developed from within, through early, stretching, challenging,

different and successive responsibilities. L’Oréal&Me reinforces this promise.

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3

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A business leader builtthrough global brands

A working culture built on Energy, Passion and Fun

Ambitious careers builtacross multiple jobs,

markets and countries

A newEmployee Value Proposition

}+

12

+

“More Business,

More Ambition,

More Global,

More Passion...”

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In a survey on the L’Oréal employer brand in early 2009, we tested

the L’Oréal recruitment campaign on Asian, North and South American,

and European students. The visuals and claims were widely endorsed by all

those who were questioned in the survey.

A campaign

that has been tested and whole-heartedly approved

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Aska“The bright colors of the visual areeye-catching; it makes me want toknow what it is.”

Sophia“The campaign suggests

challenging and interesting work.” Mathilde“In this campaign, I see genuine

career promise.”

Nour“Bright colors of visual is eye-catching,

it makes me want to know what it is.”

Greg“The blue cologne is more male oriented.”

Mario“The map image is bold and striking. It shows that

L’Oréal is international.”

Lin“L’Oréal perfumes are famous; the track visual means fast advancement.”

Miguel“The campaign shows a cool

and clever image of L’Oréal.”

Irène“The notion of growth is clearly illustrated, which is reassuring.”

Paul“The dynamic, international aspect

of the brand is clear.”

Pierre“It reflects the glamorous and attractive

nature of L’Oréal’s business.”

Pauline

“The different in

ternational

brands are vi

sible, it

’s good.”

Tchang“It shows a map of the world, meaning that L’Oréal products are sold worldwide.”

The catch line:

It supports a specific promise:

international opportunities.

It appears as the caption

to the visual and must not be

larger than the headline.

The visual:

At once rational and creative,

it carries the pillars of the

brand linked to “our working

culture built on Energy,

Passion and Fun” and the

opportunity of living “ambitious

careers built across multiple

jobs, markets and countries”.

The logo band:

The international brands must appear on all

our communications tools for our candidates.

They embody our first brand pillar “a business

leader built through global brands” and make

our signature “world leader in beauty products”

credible through our candidates, in all countries.

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The headline:

Present on all our communications tools for

recruitment, it carries the pillars of the L’Oréal

employer brand and emphasizes item “more…”

which answers to the various teasing devices

used in the topic “I want more!”.

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The catch line:

It supports a specific promise:

international opportunities.

It appears as the caption

to the visual and must not be

larger than the headline.

The visual:

At once rational and creative,

it carries the pillars of the

brand linked to “our working

culture built on Energy,

Passion and Fun” and the

opportunity of living “ambitious

careers built across multiple

jobs, markets and countries”.

The logo band:

The international brands must appear on all

our communications tools for our candidates.

They embody our first brand pillar “a business

leader built through global brands” and make our

signature “world leader in beauty products”

credible through our candidates, in all countries.

The headline:

Present on all our communications tools for

recruitment, it carries the pillars of the L’Oréal

employer brand and emphasizes item “more…”

which answers to the various teasing devices

used in the topic “I want more!”.

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Photo credits: Mariano - Getty Images - Corbis